Mogaji, Emmanuel <br/><br/>
Brand management  : an introduction through storytelling 

 - 1st ed. 
 - Switzerland:  Palgrave Macmillan,  c2021. 
 - xv, 266p. 
<br/><br/>Includes bibliographical references and index 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9783030661182 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand management<br/>Product<br/>Company<br/>Communication
<br/><br/><label>Dewey Class. No.: </label>658.827 MOG