Brand Management: An Introduction through Storytelling

Front Cover
Springer Nature, Apr 2, 2021 - Business & Economics - 266 pages
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.

 

Contents

2 Ethical Branding
21
3 Brand Philosophy
43
4 Brand Positioning
63
5 Brand Identity
85
6 Brand Integration
123
7 Brand in the Digital Era
145
8 Brand Equity
159
9 Brand Extension
181
10 Brand Mergers and Acquisitions
207
11 Brand Architecture
225
12 Contemporary Issues in Brand Management
241
Book Summary
257
Index
259
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About the author (2021)

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.


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