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Managing Brands

By Sylvie Laforet

Managing Brands Business, Finance & Career

Managing Brands

Only 1 item left in stock
Description
Managing Brand: a contemporary perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in today's business environment.Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle.Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing today's brand manager, including: ¿Brand equity- what brands are worth to companies and how they can be valued ¿Building brands and building the business- how brands contribute the success of corporations and companies
Product details
Binding:
Paperback
Edition:
1
Number of Pages:
560
Release Date:
2009-12-01
Publication Date:
2009-12-31
Publisher:
McGraw Hill LLC
Languages:
Original: English
ISBN10:
0077117484
ISBN13:
9780077117481
Weight:
862 g
Height:
203 cm
Width:
254 cm
Thickness:
23 cm
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Very good
Almost no signs of wear. Book pages have no markings, accessories are intact and all other media are in good condition.
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