Strategic Brand Management (2nd Edition) lays out a systematic approach to understanding the key principles of building enduring brands and presents an actionab

Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equi

Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of

Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understandi

Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus mana