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  • Brand Management - A southern African perspective
  • Cunningham N
  • ISBN: 9780627037153
  • eISBN: N/A
  • ePub ISBN: 9780627037160
  • 364 Pages | Published: 2021

Today, 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. Brand management provides a comprehensive understanding of brand management by detailing how branding can be used to develop favourable brand equity.

 

Brand management is 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.

 

Contents include the following:

·         Brand image and brand positioning

·         Brand architecture

·         Brand equity and brand value chain

·         Designing marketing programmes to build brand equity

·         Measuring brand equity and performance

·         Brand contact planning

·         Branding in the digital era

·         Branding in South Africa and Africa

·         International branding

·         A perspective on service branding

·         Internal branding and engagement

 

Brand management is aimed at undergraduate marketing students.

CHAPTER 1 An introduction to branding

CHAPTER 2 Brand image and brand positioning

CHAPTER 3 Brand architecture

CHAPTER 4 Brand equity and brand value chain

CHAPTER 5 Designing marketing programmes to build brand equity

CHAPTER 6 Measuring brand equity and performance

CHAPTER 7 Brand contact planning

CHAPTER 8 Branding in the digital era

CHAPTER 9 Branding in South Africa and Africa

CHAPTER 10 International branding

CHAPTER 11 A perspective on service branding

CHAPTER 12 Internal branding and engagement

 

 


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