Strategic Brand Management Building, Measuring, and Managing Brand Equity
Strategic Brand Management explores the essential principles of building, measuring, and managing brand equity. With a focused approach to the core responsibilities of brand management, this book offers useful foundations for students, professionals, and readers seeking a clearer understanding of strategic branding.
About This Book
This book focuses on strategic brand management and the role of brand equity.
It addresses the central activities of building, measuring, and managing brand equity.
The title presents a practical framework for understanding how brands are developed and evaluated.
It is suited to readers seeking an introduction to core concepts in brand management.
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