TY  - BOOK
AU  - Riley,Francesca Dall'Olmo
TI  - Brand management
T2  - SAGE library in marketing
SN  - 9781848602083
AV  - HD69.R573.B736 2010 
PY  - 2010///
CY  - Los Angeles
PB  - SAGE
KW  - Brand name products
KW  - Management
KW  - Branding (Marketing)
N1  - 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.; 1; volume 1. Fundamental elements of branding --; volume 2. Conceptualising and measuring brand equity --; volume 3. Brand strategies --; volume 4. Brand management systems. "; 2
ER  -