eleanor oliphant books of the month book price comparison
Search our site
The Course of History Ten Meals That Changed the World by Struan Stevenson, Tony Singh Read the opening extract of the brand new Struan Stevenson, Tony Singh book before its publication on 24/10/2017

Managing Brands by Sylvie Laforet
  

Synopsis

Managing Brands by Sylvie Laforet

Managing Brand: a Contemporary Perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in today's business environment. Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle. Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing today's brand manager, including: Brand equity - what brands are worth to companies and how they can be valued; Building brands and building the business - how brands contribute the success of corporations and companies; How branding has moved out of marketing and up the corporate agenda, becoming a strategic issue that concerns senior managers and business leaders; and the role of brands in building corporate reputation- harnessing the power of social marketing and facing the challenges of ethical, environmental, and socially responsible branding.

About the Author

Loading other formats...

Book Info

Publication date

1st November 2009

Author

Sylvie Laforet

More books by Sylvie Laforet
Author 'Like for Like'
    recommendations

Publisher

McGraw Hill Higher Education an imprint of McGraw-Hill Education - Europe

Format

Paperback
560 pages

Categories


ISBN

9780077117481

They are bright, breezy and eager to offer a great book, then genuinely listen/respect the review one writes.

Maggie Crane

You'll always find what you never knew you were looking for and you're always spoilt for choice.

Helen Jones

Lovereading is an amazing place to be, the website is wonderful and to me if I'm sad I'll go here and it cheers me up!

Sophia Upton

I love reading because my cares & woes vanish for an hour or two whilst I read of the joys, adventures, lives of the characters in the book.

Jennifer Moville

The books for review are always great reads, brilliantly written, and introduces me to a huge variety of, established and new, authors.

Lesley Hart

It's a lively, independent website with reviews, recommendations and more - with a huge range of books available to buy in all formats.

Alison Layland

I read new, exciting writers and established authors before publication and there is a great website full of brilliant books and opinions.

Lynda

I recommend Lovereading because you get honest reviews on a whole range of genres-there's something for everyone. It's the only site I need.

Sian Spinney

Lovereading4kids

Lovereading4schools