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Mats Urde . photo

Mats Urde

Senior lecturer

Mats Urde . photo

Varumärket : en hotad tillgång

The Brand – an asset to value

Author

  • Frans Melin
  • Mats Urde

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.

Department/s

  • Department of Business Administration

Publishing year

1991-01

Language

Swedish

Document type

Book

Publisher

Liber

Topic

  • Business Administration

Keywords

  • Brand
  • brand management
  • corporate brand
  • trademark management
  • varumärken
  • marknadsföring
  • urvattning

Status

Published

ISBN/ISSN/Other

  • ISBN: 91-40-31062-0