Brand management : an introduction through storytelling

By:

Mogaji, Emmanuel

Material type: Text

TextPublication details: Switzerland: Palgrave Macmillan, c2021.Edition: 1st edDescription: xv, 266pISBN:

9783030661182

Subject(s):

DDC classification:

658.827 MOG

Summary: 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.

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Holdings
Item type	Current library	Call number	Status	Barcode
Book	International Management Institute New Delhi	658.827 MOG (Browse shelf(Opens below))	Available	21947

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Previous								Next
Previous	658.812 SOM Managing customer value : one step at a time	658.812 SUW Creating a customer experience-centric startup : a step-by-step framework	658.816 SCH Pricing strategies : harvesting product value	658.827 MOG Brand management : an introduction through storytelling	658.827 QUE Brand storytelling : integrated marketing communication for the digital media landscape	658.827 ROM How brands grow part 2 : including emerging markets, services and durables, new brands and luxury brands	658.827 SAR Strategic brand management for B2B markets : a road map for organizational transformation	Next

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.

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