TY  - BOOK
AU  - Mogaji, Emmanuel
TI  - Brand management: : an introduction through storytelling
SN  - 9783030661182
U1  - 658.827 MOG 
PY  - 2021///
CY  - Switzerland
PB  - Palgrave Macmillan
KW  - Brand management
KW  - Product
KW  - Company
KW  - Communication
N1  - Includes bibliographical references and index
N2  - 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
ER  -