Brand Management - A southern African perspective
- Cunningham N
- ISBN: 9780627037153
- eISBN: N/A
- ePub ISBN: 9780627037160
- 350 Pages | Published: 2020
FORTHCOMING TITLE: NEW PUBLICATION
Today, companies are competing for their consumers’ attention and spending power. This has become difficult as new companies enter the marketplace offering the same or very similar products and services, making it difficult for consumers to differentiate between the various offerings. 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.
This textbook provides a comprehensive understanding of brand management by detailing how branding can be used to develop favourable brand equity. Although a number of brand management textbooks are available, many focus on the more traditional developed markets. This textbook offers a unique contribution by providing a southern African perspective and at times, comparing this perspective with other contexts, providing a more comprehensive explanation of brand management and its importance. Each chapter is user-friendly in the sense that each concept explained is supported by a scenario or case study.
Nicole Cunningham is a lecturer in the Department of Marketing Management at the University of Johannesburg. Over the past four years, she has lectured undergraduate, postgraduate and corporate students. She is actively involved in academic research and is currently in the process of completing her PhD in the field of Marketing.
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