http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
Introduction -- Building brands: meaning, value, creation & clothing -- Developing the brand: focus, consistency and alignment -- Marketing the brand: image extension & cross-border development -- Understanding asia: from the inside and out -- Brand expressions I: consumer products -- Brand expressions II: services.
Includes bibliographical references (pages 207-213) and index.
Abingdon, Oxon ; New York, NY : Routledge, 2017