(eBook PDF) Strategic Brand Management: Lessons for Winning Brands in Globalized Markets

(eBook PDF) Strategic Brand Management: Lessons for Winning Brands in Globalized Markets – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 0190646004
• ISBN-13 ‏ : ‎ 978-0190646004
• Author: Deborah Roedder John, Carlos J. Torelli

Strategic Brand Management provides a concise, flexible, and modern take on global brand management, with cutting-edge research and mini-cases and activities to engage students. The book provides readers with an innovative framework that explains the four key aspects of strategic brand management: identifying and measuring, building, leveraging, and protecting brands.

Table contents:

PART 1: INTRODUCTION TO BRAND MANAGEMENT

PART 2: UNDERSTANDING BRANDS AND BRAND MEANINGS

PART 3: BUILDING BRANDS

PART 4: LEVERAGING BRANDS

PART 5: IDENTIFYING AND MEASURING BRANDS

PART 6: PROTECTING BRANDS

PART 7: PREPARING BRAND AUDITS

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