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Books > Business & Economics > Business & management > Sales & marketing
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Brand Management - An Introduction through Storytelling (Paperback, 1st ed. 2021)
Loot Price: R2,212
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Brand Management - An Introduction through Storytelling (Paperback, 1st ed. 2021)
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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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