LEADER 02852nam 22005055 450 001 9910483399803321 005 20250509101737.0 010 $a9783030661199 010 $a3030661199 024 7 $a10.1007/978-3-030-66119-9 035 $a(CKB)4100000011867193 035 $a(MiAaPQ)EBC6533780 035 $a(Au-PeEL)EBL6533780 035 $a(OCoLC)1246577294 035 $a(PPN)255294786 035 $a(DE-He213)978-3-030-66119-9 035 $a(EXLCZ)994100000011867193 100 $a20210402d2021 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aBrand Management $eAn Introduction through Storytelling /$fby Emmanuel Mogaji 205 $a1st ed. 2021. 210 1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Macmillan,$d2021. 215 $a1 online resource (276 pages) 311 08$a9783030661182 311 08$a3030661180 327 $aChapter 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. 330 $aBranding 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. 606 $aBranding (Marketing) 606 $aBranding 615 0$aBranding (Marketing) 615 14$aBranding. 676 $a658.827 676 $a658.827 700 $aMogaji$b Emmanuel$0896857 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910483399803321 996 $aBrand management$92853869 997 $aUNINA