{"product_id":"brand-management-an-introduction-through-storytelling-9783030661182","title":"Brand Management: An Introduction through Storytelling","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eBranding 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.\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e1 Introduction to Brand Management\u003c\/p\u003e\u003cp\u003e2 Ethical Branding\u003c\/p\u003e\u003cp\u003e3 Brand Philosophy\u003c\/p\u003e\u003cp\u003e4 Brand Positioning\u003c\/p\u003e\u003cp\u003e5 Brand Identity\u003c\/p\u003e\u003cp\u003e6 Brand Integration\u003c\/p\u003e\u003cp\u003e7 Brand in the Digital Era\u003c\/p\u003e8 Brand Equity\u003cp\u003e9 Brand Extension\u003c\/p\u003e\u003cp\u003e10 Brand Mergers and Acquisitions\u003c\/p\u003e\u003cp\u003e11 Brand Architecture\u003c\/p\u003e\u003cp\u003e12 Contemporary Issues in Brand Management\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"Springer Nature Switzerland AG","offers":[{"title":"Default Title","offer_id":51742852251991,"sku":"9783030661182","price":54.99,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/bookcurl.com\/products\/brand-management-an-introduction-through-storytelling-9783030661182","provider":"Book Curl","version":"1.0","type":"link"}