Strategic Brand Management: Lessons for Winning Brands in Globalized Markets

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

Author: Deborah Roedder John, Carlos J. Torelli
Publisher: Oxford University Press, USA
Published: 11/02/2017
Pages: 272
Binding Type: Paperback
Weight: 0.93lbs
Size: 9.10h x 7.40w x 0.50d
ISBN13: 9780190646004
ISBN10: 0190646004
BISAC Categories:
- Business & Economics | Accounting | General
- Business & Economics | Management | General
- Business & Economics | Marketing | General

About the Author

Deborah Roedder John is the Curtis L. Carlson Chair in Marketing at the Carlson School of Management, University of Minnesota. She is an expert in consumer behavior and branding, known for her research on brand extensions, brand dilution, and brand measurement. Professor John teaches courses in brand management in MBA, undergraduate, and executive-education programs.

Carlos J. Torelli is Professor of Business Administration at the University of Illinois at Urbana-Champaign. He is well known for his research on cross-cultural psychology and global branding strategies. Professor Torelli teaches courses in brand management and global branding in MBA, undergraduate, and executive-education programs across the globe.