By Johny K. (Kjell) Johansson,Kurt A. Carlson

Written via specialists on worldwide advertising and marketing, Contemporary model Management makes a speciality of the necessities of brand name administration in today’s international market. The textual content succinctly covers a usual series of branding themes, from the development of a brand new model, to model extension and the production of an international model, to the administration of a firm’s model portfolio. The authors uniquely discover worldwide branding as a average enlargement technique throughout markets and provide various foreign manufacturers as examples all through. Designed for shorter strategic branding classes (half-term or 6 weeks in length), this article is the proper spouse for upper-level, graduate, or executive-level scholars looking a pragmatic wisdom of name administration options and applications.

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