Branding is an increasingly important part of business strategy for all
types of businesses, including start-ups, SMEs, NGOs, and large
corporations. This textbook provides an introduction to brand management
that can be applied to all these types of organizations. Using
story-telling to guide the reader through the main concepts, theories
and emerging issues, it offers a theoretical and applied perspective to
brand management. Highlighting the relationship between different brand
concepts, this textbook explores the role of branding from both a
corporate and a consumer perspective and highlights implications for
employability and future career options. With case studies, activities,
learning objectives and online resources for lecturers, this book is an
ideal accompaniment for undergraduates, post graduates or students who
have 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.