Brand Management

Brand Management An Introduction Through Storytelling

Paperback (03 Apr 2021)

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Synopsis

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.

Book information

ISBN: 9783030661182
Publisher: Springer International Publishing
Imprint: Palgrave Macmillan
Pub date:
DEWEY: 658.827
DEWEY edition: 23
Language: English
Number of pages: 270
Weight: 544g
Height: 254mm
Width: 178mm
Spine width: 15mm