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Contemporary brand management / Johny K. Johansson, Kurt A. Carlson.

By: Johansson, Johny K [author.]Contributor(s): Carlson, Kurt [author.]Material type: TextTextPublisher: Los Angeles : SAGE, 2014Description: xi, 259 pages : illustrations (black and white) ; 24 cmContent type: text | still image Media type: unmediated Carrier type: volumeISBN: 9781452242873 (pbk.) :Subject(s): Branding (Marketing) -- Management | Strategic planningDDC classification: 658.8'27 Summary: This new text covers the principles of brand management and strategy, succintly following 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.
Holdings
Item type Current library Home library Shelving location Class number Status Date due Barcode Item reservations
Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 658.827 JOH (Browse shelf(Opens below)) Available 06152791
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Includes bibliographical references and index.

This new text covers the principles of brand management and strategy, succintly following 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.

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