Contemporary Brand Management
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Johny K. Johansson, 2014
ISBN10: 1452242879 ISBN13: n/a
Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in todays 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 firms 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.
