ISBN-10:
1452242879
ISBN-13:
9781452242873
Pub. Date:
01/14/2014
Publisher:
SAGE Publications
Contemporary Brand Management / Edition 1

Contemporary Brand Management / Edition 1

by Johny K. (Kjell) Johansson, Kurt A. Carlson

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Product Details

ISBN-13: 9781452242873
Publisher: SAGE Publications
Publication date: 01/14/2014
Edition description: New Edition
Pages: 272
Product dimensions: 7.40(w) x 9.00(h) x 0.50(d)

About the Author

Johny K. Johansson (Ph.D, University of California, Berkeley) received his Masters and Ph.D. from the University of California, Berkeley. At Georgetown, he teaches at both the undergraduate and graduate levels, and offers International Marketing consulting to a number of organizations including: Honda, Mazda, Volvo, and Fuji Film. Dr. Johansson’s research interests are in the areas of International Marketing Strategy, Global Branding, Japanese Management, and Quantitative Analysis of Marketing Decision Problems. He is also the author of numerous publications including Global Marketing: Foreign Entry, Local Marketing and Global Management; In Your Face: How American Marketing Excess Fuels Anti-Americanism; and Relentless: The Japanese Way of Marketing, which has now been translated into six languages, including Chinese, Spanish, and French. In 2010, Dr. Johansson was presented the Award for Lifetime Contribution to Global Marketing by the American Marketing Association, and most recently, in 2011, was inducted as Fellow of the Academy of International Business.

Kurt A. Carlson (Ph.D, Cornell University), is Associate Professor of Marketing at Georgetown University’s Mc Donough School of Business. He is the Research Director of the Georgetown Institute for Consumer Research and the Director of the Mc Donough School of Business’s Behavior Research Lab. Doctor Carlson earned his B.S. and M.S. at the University of Wisconsin, Madison. His research focuses are the influence of emerging preferences on brand choice processes, consumers’ goals and objectives during a choice process, and biases in consumer judgments and decision making. His research has been published in top marketing, psychology, and management journals. He is the recipient of the 2010 MSB Dean’s Distinguished Faculty Research Award and the 2012 Publication Award from the Decision Analysis Society. Professor Carlson is a member of the American Marketing Association, the Association for Consumer Research, the Society for Consumer Psychology, and the Society for Judgment and Decision Making.

Table of Contents

Preface
PART I: BRANDING FUNDAMENTALS
Chapter 1: How Brands Work
Chapter 2: Brand Equity and Brand Value
Chapter 3: Brand Positioning
Chapter 4: Building a New Brand
PART II: BRANDING STRATEGIES
Chapter 5: Managing an Established Brand
Chapter 6: Brand Extension
Chapter 7: International Brand Expansion
Chapter 8: Brand Acquisition and Portfolios
PART III: NEW BRANDING APPLICATIONS
Chapter 9: Summary and New Extensions
References
Index

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