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Contemporary Brand Management

Contemporary Brand Management

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  • ISBN:9781452242873
  • Editorial: Sage Publications
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:248
  • Idiomas:Español

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Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today's global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm's brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout

Preface / PART I: BRANDING FUNDAMENTALS / Chapter 1: How Brands Work / Chapter 2: Brand Equity and Brand Value / Chapter 3: Brand Positioning / Chapter 4: Building a New Brand / PART II: BRANDING STRATEGIES / Chapter 5: Managing an Established Brand / Chapter 6: Brand Extension / Chapter 7: International Brand Expansion / Chapter 8: Brand Acquisition and Portfolios / PART III: NEW BRANDING APPLICATIONS / Chapter 9: Summary and New Extensions / References / Index

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