Brand management : an introduction through storytelling
Mogaji, Emmanuel
Brand management : an introduction through storytelling - 1st ed. - Switzerland: Palgrave Macmillan, c2021. - xv, 266p.
Includes bibliographical references and index
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.
9783030661182
Brand management
Product
Company
Communication
658.827 MOG
Brand management : an introduction through storytelling - 1st ed. - Switzerland: Palgrave Macmillan, c2021. - xv, 266p.
Includes bibliographical references and index
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.
9783030661182
Brand management
Product
Company
Communication
658.827 MOG