Abstract
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.
| Translated title of the contribution | The Brand – an asset to value |
|---|---|
| Original language | Swedish |
| Place of Publication | Malmö |
| Publisher | Liber |
| Commissioning body | Marknadstekniskt centrum |
| Number of pages | 144 |
| ISBN (Print) | 91-40-31062-0 |
| Publication status | Published - 1991 Jan |
Subject classification (UKÄ)
- Business Administration
Free keywords
- Brand
- brand management
- corporate brand
- trademark management