Strategic Brand Management for Small Businesses : Building, Growing, and Sustaining a Brand

• Main Author: Wymer, Walter (Author)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer Nature Switzerland : Imprint: Springer, 2025.
• Edition: 1st ed. 2025.
• Series: Classroom Companion: Business
• Subjects: Branding (Marketing); Small business; Strategic planning; Leadership; elektronické knihy; electronic books
• ISBN: 9783031903830; 9783031903823
• ISSN: 2662-2874
• Physical Description: 1 online zdroj

With small businesses, the business is the brand, in contrast to corporations that have a portfolio of branded products. Therefore, effective brand management is dependent upon the business growing its brand into a strong brand. This comprehensive textbook helps students to navigate the dynamic worl...