Today, companies are competing on a daily basis for their
consumers' attention and spending power. This has become
increasingly difficult as new companies enter the marketplace
offering the same or very similar products and services, making it
difficult for consumers to differentiate between them. To overcome
this, companies use branding to create a favourable and memorable
perception in the mind of consumers. However, not all companies
manage to achieve this, as brand management is an intricate
process. Brand management provides a comprehensive understanding of
brand management by detailing how branding can be used to develop
favourable brand equity. Brand management is unique among other
textbooks of its kind in that it provides a southern African
perspective but compares it with other contexts, thereby presenting
a more comprehensive explanation of brand management and its
importance. Each chapter consists of various examples as well as a
scenario or case study, applying every element of the theory. Brand
management is aimed at undergraduate marketing students.
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