000			01619nam a22002057a 4500
999			_c4236 _d4236
005			20221107163258.0
008			221107b ||||| |||| 00| 0 eng d
020			_a9783030661182
082			_a658.827 _bMOG
100			_aMogaji, Emmanuel _99434
245			_aBrand management: _ban introduction through storytelling
260			_bPalgrave Macmillan _aLondon _c2021
300			_axv, 266 p.
365			_aEURO _b64.99
520			_aAbout 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.
650			_aBranding (Marketing) _9408
650			_aStorytelling _94309
650			_aBrand name products _9335
942			_2ddc _cBK