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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