Contemporary Brand Management
1st Edition
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Additional Book Details
Written by experts on branding and consumer behavior, 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 the growth of brand equity and value, to brand extension and 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. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.
| Sold By | SAGE Publications |
|---|---|
| ISBNs | 148335539X, 9781483311968, 9781483322940, 9781452242873, 9781452242873, 9781483355399, 9781452242873 |
| Language | English |
| Number of Pages | 272 |
| Edition | 1st |