- 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
Buy this book
- About this Textbook
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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.
- About the authors
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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.
- Table of contents (12 chapters)
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Introduction to Brand Management
Pages 1-20
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Ethical Branding
Pages 21-42
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Brand Philosophy
Pages 43-61
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Brand Positioning
Pages 63-84
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Brand Identity
Pages 85-122
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Table of contents (12 chapters)
Bibliographic Information
- Bibliographic Information
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- Book Title
- Brand Management
- Book Subtitle
- An Introduction through Storytelling
- Authors
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- Emmanuel Mogaji
- Copyright
- 2021
- Publisher
- Palgrave Macmillan
- Copyright Holder
- The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
- eBook ISBN
- 978-3-030-66119-9
- DOI
- 10.1007/978-3-030-66119-9
- Softcover ISBN
- 978-3-030-66118-2
- Edition Number
- 1
- Number of Pages
- XV, 266
- Number of Illustrations
- 13 b/w illustrations, 76 illustrations in colour
- Topics
