TY  - BOOK
AU  - Johansson,Johny K.
TI  - Contemporary brand management
SN  - 9781452242873 (pbk.)
U1  - 658.827 23
PY  - 2015///
CY  - Thousand Oaks, CA
PB  - SAGE Publications, Inc.
KW  - Branding (Marketing)
KW  - Management
KW  - Strategic planning
N1  - Contents
Part I. Branding fundamentals 
1. How brands work 
2. Brand equity and brand value 
3.  Brand positioning 
4. Building a new brand

Part II.  Branding strategies 
5. Managing an established brand 
6. Brand extension
7. International brand expansion
8. Brand acquisition and portfolios 


Part III. New branding applications
9. Summary and new extensions; Includes bibliographical references and index; Branding fundamentals -- How brands work -- Brand equity and brand value -- Brand positioning -- Building a new brand -- Branding strategies -- Managing an established brand -- Brand extension -- International brand expansion -- Brand acquisition and portfolios -- New branding applications -- Summary and new extensions -- References
ER  -