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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