Description
Efnisyfirlit
- Preface
- Part I. Branding Fundamentals
- 1. How Brands Work
- 2. Brand Equity and Brand Value
- 3. Brand Positioning
- 4. Building a New Brand
- Part II. Branding Strategies
- 5. Managing an Established Brand
- 6. Brand Extension
- 7. International Brand Expansion
- 8. Brand Acquisition and Portfolios
- Part III. New Branding Applications
- 9. Summary and Extensions
- References
- Index
- About the Authors
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