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Contemporary brand management / Johny K. Johansson, Kurt A. Carlson, Georgetown University, McDonough School of Business.

By: Publisher: Thousand Oaks, CA : SAGE Publications, Inc., c2015Copyright date: ©2015Description: xi, 259 p. ; ill. : 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781452242873 (pbk.)
Subject(s): DDC classification:
  • 658.827 23 JOH
Contents:
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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book Open Access Book Open Access Engineering Library 658.827 JOH 1 (Browse shelf(Opens below)) 1 Available 0017711

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.

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