Abstract: 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
Publication Year: 2015
Publication Date: 2015-01-01
Language: en
Type: book
Indexed In: ['crossref']
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Cited By Count: 21
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