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...

Australia was the only developed country to avoid a technical recession during the 2008 global financial crisis, but ten years later, Australian banks now must deal with allegations of misconduct which warrants establishing a royal commission into the financial sector. This conceptual paper...

Universities are known to have a particularly complex stakeholder environment, thus, identifying the stakeholder environment and management for effective communication is essential to elicit stakeholder engagement. While acknowledging that the identification of relevant stakeholders seemingly...

Marketing higher education in Africa is a growing research domain, and there is a shortage of knowledge about how higher education in Africa are marketing themselves towards prospective students. Despite inadequate funding for the existing tertiary institutions, there are growing numbers of...