Strategic Brand Management

The book covers the subject of brand management in a fiercely competitive market environment. In an age in which brand is the most valuable asset in a business, the book discusses, with illustrations, the process of building and protecting brands, what it takes for a popular name to become a brand, and then, a power brand.

Cartea acopera subiectul managementului de brand intr-un mediu de piata extrem de competitiv. Intr-o epoca in care brandul este cel mai valoros activ intr-o afacere, cartea discuta, cu ilustratii, procesul de construire si protejare a brandurilor, ce este necesar pentru ca un nume popular sa devina un brand si, ulterior, un brand puternic.