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Johansson, Johny K.

Contemporary brand management / Johny K. Johansson, Kurt A. Carlson. - Thousand Oaks : SAGE Publications, c.2015. - xi, 259 p. ; ill. : 24 cm.

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.

ISBN: 9781452242873 (pbk.)

LCCN: 2013034507

Subjects--Topical Terms:
Branding (Marketing)--Management.
Strategic planning.

Subjects--Geographic Terms:

Subjects--Index Terms:

Index Terms--Genre/Form: --Reading book

Dewey Class. No.: 658.827 / JOH