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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