Strategic Brand Management and Development

This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples which contextualise theory.

Aceasta carte exploreaza modul in care organizatiile pot concepe identitati de brand, pot dezvolta programe de marketing de brand, pot masura performanta brandului si pot mentine valoarea brandului, combinand perspective psihologice, sociologice, culturale si manageriale. Ofera numeroase exemple care contextualizeaza teoria.