Contemporary Brand Management

Contemporary Brand Management

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Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in todaya€™s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firma€™s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout.For the consumers to recognize the special feature(s), comparisons against leading brands is a logical communication mode. When Sears first launched its DieHard car batteries in 1967 it used comparative TV advertising to demonstrate the ... Vizio, the new television maker, uses comparative ads to demonstrate its picture parity with more established brands, showcasing its much lower price. As salesanbsp;...

Title:Contemporary Brand Management
Author:Johny K. Johansson, Kurt A. Carlson
Publisher:SAGE Publications - 2014-01-17


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