Contemporary Brand Management
Bibliographic Data
| ID | 19905738 |
|---|---|
| Authors | Johny K Johansson, Kurt A Carlson (0000-0002-7423-047X) |
| Year | 2015 |
| Publication date | 2015-01-01 |
| Open Access | No |
| Type | BOOK |
| Venue | Contemporary Brand Management (SOURCE_BOOK) |
| Publisher | SAGE Publications, Inc. (PUBLISHER) |
| DOI | 10.4135/9781483399607 |
| OpenAlex | W649496937 |
| Open Library | OL26081254M |
| ISBN | 9781483399607 |
| Language | EN |
| Citations received | 2 |
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
Advertising · Brand awareness · Brand equity · Brand extension · Brand management · Business · Corporate branding · Digital Marketing and Social Media · Marketing · Marketing and Advertising Strategies · Brand name products · Branding (Marketing) · Management · Strategic planning
| Unique citing works | 2 |
|---|---|
| Citations per year | 0,18 |
| Citation span | 2015 - 2015 (1) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 1 |