Strategic Brand Management: Lessons for Winning Brands in Globalized Markets

Deborah Roedder John, Carlos J. Torelli

Research output: Book/ReportBook

Abstract

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.
Original languageEnglish
Place of PublicationNew York
PublisherOxford University Press
Edition1 edition
ISBN (Print)978-0-19-064600-4
StatePublished - Nov 1 2017

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