Titlebook: Brand Management; An Introduction thro Emmanuel Mogaji Textbook 2021 The Editor(s) (if applicable) and The Author(s), under exclusive licen

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Ethical Branding,tivities is a justification for doing what is right, even though it might be expensive. This then leads to the exploration of the challenges brands may face as they aspire to be more ethical. Importantly, this chapter will consider how to go about ethical branding, recognising that it is a long-term strategy.

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Brand Mergers and Acquisitions,nagement. As many brands come together, through merger or acquisition, there is a need to manage these brands and integrate them accordingly. Mergers come with operational and financial challenges, but our focus here is the business challenges. To understand the motivation for mergers, understand the challenges and discuss how to deal with them.

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Textbook 2021This 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 r

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Introduction to Brand Management,who uses or experiences them: employees, investors, the media and, perhaps most importantly, users. In this chapter we will explore basic misconceptions about brands; brands and branding are not just in the minds of consumers, nor are they just products and they are more than logos. We will discuss

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Ethical Branding, an afterthought. Ethical actions should be integral, inherent and intentional. It should be fully integrated into the activities of the brand. This chapter will focus more on business ethics, which cover ethical branding, and less on consumption ethics, which explain how consumers engage with produ

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