Contemporary Brand Management
- Johny K. Johansson - Georgetown University, McDonough School of Business, USA
- Kurt A. Carlson
"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."
"The narrative mini-case studies humanize the subject and make theory and process real."
"The writing was very clear. I believe students would find it an easy book to read and understand."
The book provides a very easy to understand, to the point introduction to modern brand management. The theory is illustrated with numerous examples. It is a wonderful introduction to the subject, also for people who have little previous experience.
The book gives a comprehensive overview on basic principles of branding and is well suited for getting a quick understanding of the topic. The examples illustrate very well the theoretical concepts.
good book with well designed supplementing materials (website for instructors)
One of the Key books supporting a core module
I currently use this for a senior level undergraduate course in branding. This book is very well organized, discussing the fundamentals of branding and brand management, in national and international context.
Great book, follows syllabus well and easy to read
This is a very interesting book especially for those whose main focus is on strategy.
The value of the book is enhanced by its Comapanion Website
Sage College Publishing
