Managing Brands; Sylvie Laforet; 2009
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Managing Brands

av Sylvie Laforet
Managing Brand: a contemporary perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in todays business environment.Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle.Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing todays brand manager, including:
Brand equity- what brands are worth to companies and how they can be valued
Building brands and building the business- how brands contribute the success of corporations and companies
Managing Brand: a contemporary perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in todays business environment.Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle.Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing todays brand manager, including:
Brand equity- what brands are worth to companies and how they can be valued
Building brands and building the business- how brands contribute the success of corporations and companies
Utgiven: 2009
ISBN: 9780077117481
Förlag: McGraw Hill / Europe, Middle East & Africa
Format: Häftad
Språk: Engelska
Sidor: 560 st
Managing Brand: a contemporary perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in todays business environment.Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle.Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing todays brand manager, including:
Brand equity- what brands are worth to companies and how they can be valued
Building brands and building the business- how brands contribute the success of corporations and companies
Managing Brand: a contemporary perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in todays business environment.Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle.Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing todays brand manager, including:
Brand equity- what brands are worth to companies and how they can be valued
Building brands and building the business- how brands contribute the success of corporations and companies
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Om Managing Brands (2009)

I november 2009 släpptes boken Managing Brands skriven av Sylvie Laforet. Den är skriven på engelska och består av 560 sidor djupgående information. Förlaget bakom boken är McGraw Hill / Europe, Middle East & Africa.

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