The challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard, but with two the challenges increase. The brand

The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners t

Firms are continuously looking for new opportunities to exploit and leverage their existing brands to achieve business growth. In the past, companies have lever

Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source

The aim of this book is to enhance theoretical and practical understanding of quality management in tourism and hospitality. It provides a benchmark of current