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

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...

Full description

Saved in:
Bibliographic Details
Main Author Wymer, Walter (Author)
Format Electronic eBook
LanguageEnglish
Published Cham : Springer Nature Switzerland : Imprint: Springer, 2025.
Edition1st ed. 2025.
SeriesClassroom Companion: Business
Subjects
Branding (Marketing)
Small business
Strategic planning
Leadership
elektronické knihy
electronic books
Online AccessFull text
ISBN9783031903830
9783031903823
ISSN2662-2874
Physical Description1 online zdroj

Cover

Table of Contents:
  • Chapter 1:Introduction
  • Chapter 2:Conceptual Foundations.-Chapter 3:The Brands Identity
  • Chapter4: Managing the Brand Experience
  • Chapter5: Strategic Brand Management
  • Chapter6: Funding Marketing
  • Chapter7: Brand Remarkability Analysis and PlanningChapter8: Communication and Memory Concepts
  • Chapter9: Developing an Annual Communications PlanChapter10: Brand Promotion on Social Networks and Media Platforms.

Similar Items