Strategic brand management

Author: Wang Jianping
Publisher:
Publish Date: 2000-05-01
Features: This book comprehensively discusses the theory and practice of brand management. In the new edition, it incorporates a large number of new cases from around the world in brand management and pays special attention to the development of global brands. The three chapters on brand vitality include: Challenging the Value Sources of Brands, Controlling the Many Factors of Brand Vitality, and Revival Strategies for Declining Brands. The book emphasizes various brand strategies and the reality of brand mergers, focusing on brand promotion, service, and production, offering practical guidance for marketing.