Brand Management

Creating a unique and lasting brand is no small feat in our modern economy. Brand Management presents you with all of the necessary tools and techniques to build and grow your brand in even the most competitive industries. In this book, you will find the best principles and practices for brand building, strategic brand management techniques, and case studies that test your branding finesse. You will explore the psychology of branding and discover how to create meaning in the minds of consumers. Additionally, this book will teach you how to manage brands across different contexts and how to approach multi-brand portfolios. Brand Management is your guide to working on the cutting edge of branding in the 21st century.