Strategic Brand Management : Lessons for Winning Brands in Globalized Markets

Professor of Marketing Deborah Roedder John; Professor of Business Administration Carlos J Torelli

Strategic Brand Management provides a concise, flexible, and modern take on global brand management, with cutting-edge research and mini-cases and activities to engage students. The book provides readers.

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with an innovative framework that explains the four key aspects of strategic brand management: identifying and measuring, building, leveraging, and protecting brands.