"Head and shoulders better than my current text. I could build a full course around this text along with cases and outside readings and projects." (Gary Gray)
"The narrative mini-case studies humanize the subject and make theory and process real." (Robert Winward)
"The writing was very clear. I believe students would find it an easy book to read and understand." (Athanasia Panos Schmitt)
Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout.
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