Description

Book Synopsis
Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.



Table of Contents

1 Introduction to Brand Management

2 Ethical Branding

3 Brand Philosophy

4 Brand Positioning

5 Brand Identity

6 Brand Integration

7 Brand in the Digital Era

8 Brand Equity

9 Brand Extension

10 Brand Mergers and Acquisitions

11 Brand Architecture

12 Contemporary Issues in Brand Management

Brand Management: An Introduction through Storytelling

    Product form

    A Paperback by Emmanuel Mogaji

    £54.99

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    Order before 4pm today for delivery by Tue 1 Sep 2026.

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      Book details

      Publisher Springer Nature Switzerland AG
      Published 3 April 2021
      ISBN-13 9783030661182
      978-3030661182
      ISBN-10 3030661180
      Also in:
      Brands and branding

      Description

      Book Synopsis
      Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.



      Table of Contents

      1 Introduction to Brand Management

      2 Ethical Branding

      3 Brand Philosophy

      4 Brand Positioning

      5 Brand Identity

      6 Brand Integration

      7 Brand in the Digital Era

      8 Brand Equity

      9 Brand Extension

      10 Brand Mergers and Acquisitions

      11 Brand Architecture

      12 Contemporary Issues in Brand Management

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