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Brand Management = An Introduction through Storytelling /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Brand Management/ by Emmanuel Mogaji.
Reminder of title:	An Introduction through Storytelling /
Author:	Mogaji, Emmanuel.
Description:	XV, 266 p. 89 illus., 76 illus. in color.online resource. :
Contained By:	Springer Nature eBook
Subject:	Branding (Marketing). -
Online resource:	https://doi.org/10.1007/978-3-030-66119-9
ISBN:	9783030661199

Brand Management = An Introduction through Storytelling /
Mogaji, Emmanuel.

Brand ManagementAn Introduction through Storytelling /[electronic resource] :by Emmanuel Mogaji. - 1st ed. 2021. - XV, 266 p. 89 illus., 76 illus. in color.online resource.

Chapter 1: Introduction to Brand Management -- Chapter 2: Ethical Branding -- Chapter 3: Brand Philosophy -- Chapter 4: Brand Positioning -- Chapter 5: Brand Identity -- Chapter 6: Brand Integration -- Chapter 7: Brand in the Digital Era -- Chapter 8: Brand Equity -- Chapter 9: Brand Extension -- Chapter 10: Brand Mergers and Acquisition -- Chapter 11: Brand Architecture -- Chapter 12: Contemporary Issues in Brand Management.

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.

ISBN: 9783030661199

Standard No.: 10.1007/978-3-030-66119-9doiSubjects--Topical Terms:

571741
Branding (Marketing).

LC Class. No.: HF5415.1255

Dewey Class. No.: 658.827

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