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Brand Management
ISBN-13:
9783030661199
Veröffentl:
2021
Seiten:
266
Autor:
Emmanuel Mogaji
Serie:
Progress in Mathematics
eBook Typ:
PDF
eBook Format:
EPUB
Kopierschutz:
1 - PDF Watermark
Sprache:
Englisch
Beschreibung:
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.
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.
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