Brand Management

It explores the core concepts of branding and illustrates them through numerous examples, exhibits, figures, images and case studies. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Students will find this book useful for its illustrative coverage of the key concepts. The practical applications would also be very useful to practitioners. Provides in-depth discussion on co-branding, private labels and digital branding. It is useful for both undergraduate and postgraduate students of management.