Advanced brand management : managing brands in a changing world / Paul Temporal.
Imprint
Singapore ; Hoboken, NJ : John Wiley & Sons (Asia), 2010.
Copies
Location
Call No.
Status
CCQ - Lusail Male Library
HD69.B7
Available
CCQ - Lusail Female Library
HD69.B7
Available
Edition
2nd ed.
Description
xix, 350 p. : ill. ; 24 cm.
Bibliography
Includes bibliographical references and index.
Contents
The changing roles of brand management -- Building a brand strategy -- Positioning and brand management -- Brand architecture -- Three great dilemmas: brand stretch, brand revitalization, and brand deletion -- Total communications for brand mana
