Strategic Brand Management

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Strategic Brand Management is the perfect introduction to brand management, explaining, analysing, and evaluating brand concepts within 12 concise chapters. The authors present theories, such as brand extension  and portfolio management, in an accessible style, using real-life examples, including Ikea, British Airways, and Mastercard, to help you to link theory and practice.

The second edition of Strategic Brand Management offers a unique socio-cultural approach to brand management, enabling you to understand the different aspects of the subject. This edition has also been fully updated and revised with the incluson of corporate reputation, corporate social responcibility, and brand communies, to ensure that you learning is fully up to date with recent changes in tthis fact-paced subjest area.

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