@article{1435550,
      note = {Includes index.},
      author = {Mogaji, Emmanuel.},
      url = {http://library.usi.edu/record/1435550},
      title = {Brand management : an introduction through storytelling /},
      publisher = {Palgrave Macmillan,},
      abstract = {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.},
      doi = {https://doi.org/10.1007/978-3-030-66119-9},
      recid = {1435550},
      pages = {1 online resource (xv, 266 pages) :},
      address = {Cham :},
      year = {2021},
}