Brand management : an introduction through storytelling / Emmanuel Mogaji.
2021
HF5415.1255
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Unlimited
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Can lend chapters, not whole ebooks
Details
Title
Brand management : an introduction through storytelling / Emmanuel Mogaji.
Author
Mogaji, Emmanuel.
ISBN
9783030661199 (electronic bk.)
3030661199 (electronic bk.)
3030661180
9783030661182
3030661199 (electronic bk.)
3030661180
9783030661182
Imprint
Cham : Palgrave Macmillan, 2021.
Language
English
Description
1 online resource (xv, 266 pages) : illustrations (black and white, and colour)
Other Standard Identifiers
10.1007/978-3-030-66119-9 doi
Call Number
HF5415.1255
Dewey Decimal Classification
658.827
Summary
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.
Note
Includes index.
Access Note
Access limited to authorized users.
Available in Other Form
Print version: 9783030661199
Print version: 9783030661182
Print version: 9783030661182
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Online Access
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Online Resources > Ebooks
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All Resources
Table of Contents
Introduction to brand management
Ethical branding
Brand philosophy
Brand positioning
Brand identity
Brand integration
Brand in the digital era
Brand equity
Brand extension
Brand mergers and acquisitions
Brand architecture
Contemporary issues in brand management.
Ethical branding
Brand philosophy
Brand positioning
Brand identity
Brand integration
Brand in the digital era
Brand equity
Brand extension
Brand mergers and acquisitions
Brand architecture
Contemporary issues in brand management.