Brand management: an introduction through storytelling

By:

Mogaji, Emmanuel

Material type: Text

TextPublication details: Palgrave Macmillan London 2021Description: xv, 266 pISBN:

9783030661182

Subject(s):

DDC classification:

658.827 MOG

Summary: About this book 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.

List(s) this item appears in: Marketing | Finance & Accounting

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.827 MOG (Browse shelf(Opens below))	1	Available		003466

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Previous	658.827 LU International luxury brand strategy	658.827 MAR Rebuilding brand America: what we must do to restore our reputation and safeguard the future of American business abroad	658.827 MAR Beyond branding: how savvy marketers build brand equity to create products and open new markets	658.827 MOG Brand management:	658.827 MOI Brand storytelling in the digital age:	658.827 MOO Brand management: the Indian context	658.827 MOS United we brand: how to create a cohesive brand that's seen, heard, and remembered	Next

About this book
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.

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