Strategic Brand Management and Development
Strategic Brand Management and Development Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an…
Specifikacia Strategic Brand Management and Development
Strategic Brand Management and Development
Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development.This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives.
Strategic Management
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