Brand Management

Brand Management
Author : Rik Riezebos
Publisher : Pearson Education
Total Pages : 331
Release : 2003
ISBN 10 : 0273655051
ISBN 13 : 9780273655053
Language : EN, FR, DE, ES & NL


Since the 1980s, brands and the management of brands have attracted an enormous amount of interest. Companies became acutely aware of how their brand image could mean the difference between success and failure . Brand Management: A theoretical and practical approach gives insight into this phenomenon, moving from the history of the brand to how to develop, manage and protect brands. Brand Management: A theoretical and practical approach takes a decision-making approach to the subject, structured around the decisions a brand or product manager would face when considering their own brand strategy, covering topics such as design, judicial protection, adverse publicity and financial-brand valuation.

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