Brand Management : An Introduction through Storytelling

by Emmanuel Mogaji

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.

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Year of publication:	2021 ; 1st ed. 2021.
Authors:	Mogaji, Emmanuel
Publisher:	2021.: Cham : Springer International Publishing 2021.: Cham : Imprint: Palgrave Macmillan
Subject:	Markenartikel \| Brand \| Markenführung \| Brand management \| Narrative Methode \| Narrative method

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Extent:	1 Online-Ressource(XV, 266 p. 89 illus., 76 illus. in color.)
Series:	Springer eBook Collection
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-3-030-66119-9 ; 978-3-030-66118-2 ; 978-3-030-66120-5
Other identifiers:	10.1007/978-3-030-66119-9 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012508371