Brand Strategy

by John M. Murphy

This handbook offers techniques for developing brand strategies, managing brands, and maximizing their value. It describes how package designers have come to call themselves "brand identity designers"; how accountants determine whether or not brands should be put on balance sheets; and how corporate finance specialists strive to understand brands and their strong presence in mergers and acquisitions. Annotation copyright Book News, Inc. Portland, Or.

186 pages, Hardcover

First published September 1, 1990