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Strategic Brand Management for Small Businesses : Building, Growing, and Sustaining a Brand / by Walter Wymer

By: Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Classroom Companion: BusinessPublisher: Cham : Springer Nature Switzerland, 2025Publisher: Cham : Imprint: Springer, 2025Description: 1 Online-Ressource (X, 263 p. 74 illus., 59 illus. in color.)ISBN:
  • 9783031903830
Subject(s): Additional physical formats: 9783031903823 | 9783031903847 | 9783031903854 | Erscheint auch als: 9783031903823 Druck-Ausgabe | Erscheint auch als: 9783031903847 Druck-Ausgabe | Erscheint auch als: 9783031903854 Druck-AusgabeDDC classification:
  • 658.827 23
DOI: DOI: 10.1007/978-3-031-90383-0Online resources: Summary: 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.Summary: 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 world of branding for small and medium sized enterprises. It provides a strong conceptual and analytical foundation to brand management that can be applied to small business. It also addresses the unique challenges and opportunities that small businesses face in establishing, nurturing, and leveraging their brands for long-term success. Each chapter features learning objectives, vignettes, key terms, chapter discussion questions, and mini cases. To assist in teaching from this text, PowerPoint sides, test banks, sample syllabi, and sample student projects are available to professors and lecturers online. Written in a direct, accessible style for easy learning and understanding complex concepts and ideas, this book is ideal for advanced undergraduate and graduate course work as well as small to medium-sized business professionals.PPN: PPN: 192732419XPackage identifier: Produktsigel: ZDB-2-SEB | ZDB-2-BUM | ZDB-2-SXBM
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