Brands and Branding: Strategy to Build and Nurture Brands

This book explores the importance of strategic brand imaging and management in a global context, covering brand building, consumer behavior, research methods, brand architecture, portfolio, brand equity, and valuation. It provides a practical perspective on building brands through social media and artificial intelligence technologies, and is a valuable resource for readers and professionals interested in branding and brand building.

Format: Hardback
Length: 296 pages
Publication date: 06 November 2023
Publisher: Taylor & Francis Ltd

This comprehensive volume delves into the critical realm of strategic brand imaging and management, shedding light on the significance of creating, nurturing, leveraging, and overseeing brands in a global landscape. It encompasses the fundamental principles of brand launch, growth, optimization, and management, as well as the strategic choices involved in building strong brands. Moreover, the book explores the seamless integration of the 4Ps (product, price, place, and promotion) in executing brand strategies. From a practical standpoint, it offers insights into leveraging social media and artificial intelligence technologies to build brands effectively. Readers will gain a comprehensive introductory understanding of consumer behavior, the essential research methods employed by brand managers, brand architecture, portfolio management, brand equity, and valuation.

Branding is a multifaceted endeavor that demands a keen vision to anticipate future trends, a logical understanding of market dynamics, and a deep appreciation for consumer behavior. This book serves as a valuable guide for readers and professionals alike, encompassing all aspects of branding and brand building. It will be of immense utility to scholars and students pursuing Marketing, Advertising, Brand Management, Business Studies, Business Communication, Media and Journalism, and Public Relations. By delving into the fundamentals and practical applications of brand management, this book will empower marketing professionals to excel in their roles and make meaningful contributions to the growth and success of organizations.

Weight: 740g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032507989