Strategic brand management : lessons for winning brands in globalized markets /
Deborah Roedder John, University of Minnesota, Carlos J. Torelli, University of Illinois at Urbana-Champaign.
Bok Engelsk 2018
| Omfang | xxvi, 242 pages ;
|
|---|---|
| Utgave | First Edition.
|
| Opplysninger | Includes index.. - Preface -- About the authors -- Introduction to brand management -- Importance of brands and brand management -- The blip model: a framework for brand management -- Understanding brands and brand meanings -- Brands vs. products : types of brand associations -- The cultural meaning of brands -- Building brands -- Establishing brand identity -- Communicating brand identity -- Brand architecture -- Leveraging brands -- Options for brand leveraging -- Guidelines for effective brand leveraging -- Developing ethnic and international marketing -- Identifying and measuring brands -- Brand research overview -- Brand image measures -- Protecting brands -- Sources of brand dilution -- Brand protection strategies -- Preparing brand audits -- Conducting a brand audit -- Key terms.
|
| Emner | |
| Dewey | |
| ISBN | 9780190646004 (pbk.)
|
| ISBN(galt) |
