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Brand management : an introduction through storytelling / Emmanuel Mogaji.

9783030661199 (electronic bk.)
3030661199 (electronic bk.)
3030661180
9783030661182

Cham : Palgrave Macmillan, 2021.

English

1 online resource (xv, 266 pages) : illustrations (black and white, and colour)

10.1007/978-3-030-66119-9 doi

HF5415.1255

658.827

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.

Includes index.

Access limited to authorized users.

Print version: 9783030661199
Print version: 9783030661182

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