Authors:
An accessible text for branding beginners that avoids technical jargon
Includes coverage of cutting edge issues and hot topics such as brand ethics, social media, brand love and brand hate
Equips students with the main concepts and theories to advance their studies further
Takes a unique story telling approach to guide student through the basic principles, practices and theories
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Table of contents (12 chapters)
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Front Matter
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Back Matter
About this book
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.
Authors and Affiliations
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Department of Marketing, Events and Tourism, University of Greenwich, London, UK
Emmanuel Mogaji
About the author
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.
Bibliographic Information
Book Title: Brand Management
Book Subtitle: An Introduction through Storytelling
Authors: Emmanuel Mogaji
DOI: https://doi.org/10.1007/978-3-030-66119-9
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021
Softcover ISBN: 978-3-030-66118-2Published: 03 April 2021
eBook ISBN: 978-3-030-66119-9Published: 02 April 2021
Edition Number: 1
Number of Pages: XV, 266
Number of Illustrations: 13 b/w illustrations, 76 illustrations in colour
Topics: Branding