Written by experts on global marketing, 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 brand extension and the creation of a global brand, to 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.
SAGE Publications; January 2014
- ISBN: 9781483311968
- Edition: 1
- Read online, or download in secure PDF or secure EPUB format
- Title: Contemporary Brand Management
- Author: Johny K. (Kjell) Johansson; Kurt A. Carlson
Imprint: SAGE Publications, Inc
In The Press
"Head and shoulders better than my current text. I could build a full course around this text along with cases and outside readings and projects."