{"product_id":"brand-management-a-southern-african-perspective","title":"BRAND MANAGEMENT - A SOUTHERN AFRICAN PERSPECTIVE","description":"\u003cp style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003eToday, companies are competing on a daily basis for their consumers’ attention and spending power. This has become increasingly difficult as new companies enter the marketplace offering the same or very similar products and services, making it difficult for consumers to differentiate between them. To overcome this, companies use branding to create a favourable and memorable perception in the mind of consumers. However, not all companies manage to achieve this, as brand management is an intricate process.\u003cspan data-mce-fragment=\"1\"\u003e \u003c\/span\u003e\u003cem data-mce-fragment=\"1\"\u003eBrand management\u003cspan data-mce-fragment=\"1\"\u003e \u003c\/span\u003e\u003c\/em\u003eprovides a comprehensive understanding of brand management by detailing how branding can be used to develop favourable brand equity.\u003c\/p\u003e\n \u003cp style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e \u003c\/p\u003e\n \u003cp style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\u003cem data-mce-fragment=\"1\"\u003eBrand management\u003cspan data-mce-fragment=\"1\"\u003e \u003c\/span\u003e\u003c\/em\u003eis unique among other textbooks of its kind in that it provides a southern African perspective but compares it with other contexts, thereby presenting a more comprehensive explanation of brand management and its importance. Each chapter consists of various examples as well as a scenario or case study, applying every element of the theory.\u003c\/p\u003e\n \u003cp style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e \u003c\/p\u003e\n \u003cp style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003eContents include the following:\u003c\/p\u003e\n \u003cul data-mce-fragment=\"1\"\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eBrand image and brand positioning\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eBrand architecture\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eBrand equity and brand value chain\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eDesigning marke\n \u003cp style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003eToday, companies are competing on a daily basis for their consumers’ attention and spending power. This has become increasingly difficult as new companies enter the marketplace offering the same or very similar products and services, making it difficult for consumers to differentiate between them. To overcome this, companies use branding to create a favourable and memorable perception in the mind of consumers. However, not all companies manage to achieve this, as brand management is an intricate process.\u003cspan data-mce-fragment=\"1\"\u003e \u003c\/span\u003e\u003cem data-mce-fragment=\"1\"\u003eBrand management\u003cspan data-mce-fragment=\"1\"\u003e \u003c\/span\u003e\u003c\/em\u003eprovides a comprehensive understanding of brand management by detailing how branding can be used to develop favourable brand equity.\u003c\/p\u003e\n \u003cp style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e \u003c\/p\u003e\n \u003cp style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\u003cem data-mce-fragment=\"1\"\u003eBrand management\u003cspan data-mce-fragment=\"1\"\u003e \u003c\/span\u003e\u003c\/em\u003eis unique among other textbooks of its kind in that it provides a southern African perspective but compares it with other contexts, thereby presenting a more comprehensive explanation of brand management and its importance. Each chapter consists of various examples as well as a scenario or case study, applying every element of the theory.\u003c\/p\u003e\n \u003cp style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e \u003c\/p\u003e\n \u003cp style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003eContents include the following:\u003c\/p\u003e\n \u003cul data-mce-fragment=\"1\"\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eBrand image and brand positioning\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eBrand architecture\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eBrand equity and brand value chain\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eDesigning marketing programmes to build brand equity\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eMeasuring brand equity and performance\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eBrand contact planning\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eBranding in the digital era\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eBranding in South Africa and Africa\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eInternational branding\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eA perspective on service branding\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eInternal branding and engagement\u003c\/li\u003e\n \u003c\/ul\u003e\n \u003cp style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e \u003c\/p\u003e\n \u003cp style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\u003cem data-mce-fragment=\"1\"\u003eBrand management\u003cspan data-mce-fragment=\"1\"\u003e \u003c\/span\u003e\u003c\/em\u003eis aimed at undergraduate marketing students.\u003c\/p\u003e\n ting programmes to build brand equity\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eMeasuring brand equity and performance\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eBrand contact planning\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eBranding in the digital era\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eBranding in South Africa and Africa\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eInternational branding\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eA perspective on service branding\u003c\/li\u003e\n \u003cli style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\n \u003cspan data-mce-fragment=\"1\"\u003e\u003c\/span\u003eInternal branding and engagement\u003c\/li\u003e\n \u003c\/ul\u003e\n \u003cp style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e \u003c\/p\u003e\n \u003cp style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\u003cem data-mce-fragment=\"1\"\u003eBrand management\u003cspan data-mce-fragment=\"1\"\u003e \u003c\/span\u003e\u003c\/em\u003eis aimed at undergraduate marketing students.\u003c\/p\u003e","brand":"VAN SCHAIK","offers":[{"title":"Default Title","offer_id":39410735972450,"sku":"9780627037153","price":535.0,"currency_code":"ZAR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1279\/5591\/products\/a_f0ee8485-8487-4b1c-9e54-8e6c7d70c670.jpg?v=1631101622","url":"https:\/\/elexacademicbookstore.co.za\/products\/brand-management-a-southern-african-perspective","provider":"Elex Academic Bookstore","version":"1.0","type":"link"}