Foroudi, Pantea

Contemporary Issues in Branding

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ISBN 13:: 9781138368545
author:: Foroudi, Pantea
format:: Paperback / softback
publisher:: Routledge
language:: English
Publication Year:: 2019
Pages:: 300
Dimensions:: 17.4 x 24.4 x 1.7 centimeters (0
Genre:: Business, General, Business,
Condition:: New
Availability:: Item usually sent within 10 working days

£51.18

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Description

Description

This comprehensive analysis of branding theory and practice provides students and academics with a thorough understanding of harnessing communication to engage stakeholders. In the digital era, managers face the challenge of communicating their brand's identity in innovative ways.

The authors explore the relationship between brands, identity, and stakeholders, considering key aspects such as strategic planning, campaign management, research and measurement, media relations, employee communication, leadership, and crisis branding. They assess various methods and approaches applied to branding and communication research design.

This book offers a valuable resource for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, and managers seeking to understand the complexities of branding in an international context.

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