This textbook explains how to create and manage brands, with chapters organized by the main managerial issues in branding: the fundamentals, including how brands work, brand equity and value,
positioning, and building a new brand; strategies for managing an established brand, extension, international expansion, and acquisition and portfolios; and new branding applications, such as
place, personal, service, and experiential branding, and brand love, brands as social currency, brand simplicity, and design. Annotation ©2014 Ringgold, Inc., Portland, OR (protoview.com)
