Contemporary brand management / Johny K. Johansson, Kurt A. Carlson, Georgetown University, McDonough School of Business.
Material type:
TextPublisher: Thousand Oaks, CA : SAGE Publications, Inc., 2015Copyright date: �2015Description: xi, 259 pages ; illustrations : 24 cmContent type: - text
- unmediated
- volume
- 9781452242873 (pbk.)
- 658.8/27 23
- HF5415.1255 .J64 2015
Contents:
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.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Reserve
|
Harare Campus | HF5415.1255 (Browse shelf(Opens below)) | 2 | Available | 153842 | |
|
Reserve
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RCU Main Campus | HF5415.1255 (Browse shelf(Opens below)) | 1 | Available | 153810 |
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.
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