現代のブランド管理 Contemporary Brand Management

Johansson, Johny K. (Kjell)/ Carlson, Kurt A.

SAGE Publications Inc（2014/03発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 272 p.
• 言語 ENG
• 商品コード 9781452242873
• DDC分類 658.827

Full Description

Written by experts on branding and consumer behavior, 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 the growth of brand equity and value, to brand extension and 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.

Contents

Preface
PART I: BRANDING FUNDAMENTALS
Chapter 1: How Brands Work
Chapter 2: Brand Equity and Brand Value
Chapter 3: Brand Positioning
Chapter 4: Building a New Brand
PART II: BRANDING STRATEGIES
Chapter 5: Managing an Established Brand
Chapter 6: Brand Extension
Chapter 7: International Brand Expansion
Chapter 8: Brand Acquisition and Portfolios
PART III: NEW BRANDING APPLICATIONS
Chapter 9: Summary and New Extensions
References
Index