Since the 1980s, brands and the management of brands have attracted
an enormous amount of interest. Companies became acutely aware of
how their brand image could mean the difference between success and
failure. Brand Management: A theoretical and practical approach
gives insight into this phenomenon, moving from the history of the
brand to how to develop, manage and protect brands. Brand
Management: A theoretical and practical approach takes a
decision-making approach to the subject, structured around the
decisions a brand or product manager would face when considering
their own brand strategy, covering topics such as design, judicial
protection, adverse publicity and financial-brand valuation.
General
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