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Sylvie Laforet
ISBN: 9780077117481
Estimated Dispatch Date: 01 Nov 2021
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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.I

Product Information

ISBN13 (SKU) 9780077117481
Title Managing Brands
Author Sylvie Laforet
Publisher McGraw-Hill
Publication Date 2009
Country of Publication United States
Format Type Physical
Number of Pages 560
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