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

构想

Brand Positioning,associate poor service with a brand. Brands will have to keep their standards and improve on innovative product development and quality service provision to convince the consumers about their positions. Brands may be placed on pedestals by consumers, but if these same brands do not do well, they wil

Militia

Brand Identity,ge with a brand. This component moves beyond the brand philosophy, values and positioning, which can be deemed as abstract. The identity is real, and it has become an integral part of brand management. Brands spend a considerable amount of money to develop an identity for their brand to appeal to a

Glutinous

Brand Integration,grated and seen by the target audience. This chapter explores brand integration, which is a continuous process to bring the brand to the conscious knowledge of the key stakeholders. In some cases, it might be described as a brand advertisement or integrated marketing communications, but the focus is

愉快吗

braggadocio

Brand Equity,grate identities and effectively communicate with stakeholders. This built-up brand becomes valuable and a large part of the intangible assets of a company. Understanding the worth and value of this intangible offer is essential, at least from a management point of view, to justify and evaluate the

Pde5-Inhibitors

Brand Extension,ice quality may decide to extend their brand. The brand can build on their existing name or come up with a new brand name to make different or related products and enter a new market. This extension is a strategic decision that should not be taken lightly, as there are financial and human resources

Painstaking

安心地散步

Brand Architecture,w essential for the brand manager to arrange new brands and structure them for effective administration and control. This may involve employing more people, perhaps different brand managers for each product line. In this chapter we will explore these arrangements with master brands and sub-brands, t

Pandemic

Contemporary Issues in Brand Management,rand through engagement. It has, therefore, become critical for brands to be aware of the contemporary issues around brand management, especially the prospects of social media, sustainable consumption and ethical practices. To manage these issues, there is a growing demand for a Chief Brand Officer

媒介

e 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..978-3-030-66118-2978-3-030-66119-9