Brand Management (e-book)
In today's fiercely competitive business environment, a brand is more than just a product or logo; when managed effectively, it can become the key to an organization's success. While there are numerous international textbooks on branding, many of them focus on American or European contexts, often neglecting the unique nuances of the South African market. This textbook seeks to fill that gap by providing a comprehensive exploration of the intricacies involved in building, nurturing, and sustaining brands within the dynamic South African landscape.
| eISBN: | 9780627041990 |
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Author(s):
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Cunningham N |
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Variant:
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e-book |
| Van Schaik Publishers (ePub) | |
| Edition: | 2nd Edition |
| Pages: | 376 |
| Published: | 2024 |
Chapter 1: An introduction to branding
Chapter 2: Brand image and brand positioning
Chapter 3: Brand architecture and the brand relationship spectrum
Chapter 4: Building strong brands through brand equity and the brand value chain
Chapter 5: Designing marketing programs to build brand equity
Chapter 6: Measuring brand equity and performance
Chapter 7: Brand contact planning
Chapter 8: Branding in the digital era
Chapter 9: Branding in South Africa and Africa
Chapter 10: International branding
Chapter 11 A perspective on service branding
Chapter 12 Internal branding and engagement
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