Mats Urde
Universitetslektor
Varumärket : en hotad tillgång
The Brand – an asset to value
Författare
Summary, in English
On the role and function of brands. The first book on strategic brand management published in Swedish, and one of the first internationally. Brand management and trademark management is discussed. The notion of the brand is discussed and the the corporate brand and its role in modern business and society is introduced.
Avdelning/ar
- Företagsekonomiska institutionen
Publiceringsår
1991-01
Språk
Svenska
Dokumenttyp
Bok
Förlag
Liber
Ämne
- Business Administration
Nyckelord
- Brand
- brand management
- corporate brand
- trademark management
- varumärken
- marknadsföring
- urvattning
Status
Published
ISBN/ISSN/Övrigt
- ISBN: 91-40-31062-0