Strategic Brand Management: Lessons for Winning Brands in Globalized Markets

Deborah Roedder John; Carlos J. Torelli

Strategic Brand Management: Lessons for Winning Brands in Globalized Markets

Marketing (CSOM)

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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 language	English
Place of Publication	New York
Publisher	Oxford University Press
Edition	1 edition
ISBN (Print)	978-0-19-064600-4
State	Published - Nov 1 2017

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Strategic Brand Management: Lessons for Winning Brands in Globalized Markets

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