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

Written through specialists on international advertising, Contemporary model Management specializes in the necessities of name administration in today’s international market. The textual content succinctly covers a traditional series of branding issues, from the development of a brand new model, to model extension and the construction of an international model, to the administration of a firm’s model portfolio. The authors uniquely discover worldwide branding as a usual enlargement process throughout markets and provide quite a few foreign manufacturers as examples all through. Designed for shorter strategic branding classes (half-term or 6 weeks in length), this article is the proper significant other for upper-level, graduate, or executive-level scholars looking a pragmatic wisdom of brand name administration suggestions and applications.

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