Brand Management

An Introduction through Storytelling
1. Auflage 2021
ISBN: 978-3-030-66118-2
Verlag: Springer

Buch, Englisch, 266 Seiten, Format (B × H): 178 mm x 254 mm, Gewicht: 540 g

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.

Zielgruppe

Lower undergraduate

Autoren/Hrsg.

Mogaji, Emmanuel

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter 1: Introduction to Brand Management.- Chapter 2: Ethical Branding.- Chapter 3: Brand Philosophy.- Chapter 4: Brand Positioning.- Chapter 5: Brand Identity.- Chapter 6: Brand Integration.- Chapter 7: Brand in the Digital Era.- Chapter 8: Brand Equity.- Chapter 9: Brand Extension.- Chapter 10: Brand Mergers and Acquisition.- Chapter 11: Brand Architecture.- Chapter 12: Contemporary Issues in Brand Management.

Über Autor(innen)

Dr Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, UK. Emmanuel's primary areas of interest are ABCDE of Marketing Communications – Advertising, Branding, Communications, Digital and Ethics. He has studied attitude towards brands and advertisement through various media such as print and social. He has published peer-reviewed journal articles and book chapters and presented his works in a large number of national and international conferences.

He is a Fellow of the Higher Education Academy (HEA), which demonstrates his teaching philosophy and commitment to encouraging experiential learning. He believes in giving students the opportunity to learn by doing, to think outside the box and to challenge norms. This process critically engages students in real-life applications of what they have learnt.

Emmanuel has previously worked as a marketing communication executive, responsible for creative designs and managing marketing campaigns, liaising and building relationships with a range of stakeholders.