Brand management /  [print] 
edited by Francesca Dall'Olmo Riley. 
 - Los Angeles :  SAGE,  (c)2010. 
 - 4 volumes :  illustrations ;  24 cm. 
 - SAGE library in marketing .
 - SAGE library of marketing. .
<br/><br/> How do brands happen? How are brands defined? How is brand equity measured and accounted for? How has globalization and the move towards no-name or generic brands affected the strength of existing brands? How are brands managed? How do brands re-brand themselves as corporately responsible and ethical? What are brand alliances and how are they changing the ways brands are marketed?   Overall, this four-volume set provides a comprehensive overview of brand management literature, documenting the persisting theoretical debates, current challenges, and the consequent literature development. This set also includes of a variety of perspectives on brand management originating from European and Australian, as well as American researchers. ; 
<br/><br/>Includes bibliographical references. 
<br/><br/>volume 1. Fundamental elements of branding --  volume 2. Conceptualising and measuring brand equity --  volume 3. Brand strategies --  volume 4. Brand management systems. " 
<br/><br/>
<br/><br/><label>ISBN: </label>9781848602083 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products--Management.<br/>Branding (Marketing)
<br/><br/><label>LC Class. No.: </label>HD69.R573.B736 2010 HD69