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Brand Management: An Introduction through Storytelling

Brand Management: An Introduction through Storytelling

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Brand Management: An Introduction through Storytelling

Mogaji, Emmanuel

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2021-04-03

Format: Paperback

ISBN-13: 9783030661182

DOI: 10.1007/978-3-030-66119-9

Dimensions: 254cm x178cm

Pages: 266

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