CourseBook ™, eBook, Textbook
Getting Started with Brand Management
Getting Started with Brand Management is a practical and comprehensive guide to the basic concepts and principles of brand management. The purpose of this title is to introduce students to the history of brand management, the role of the brand manager, and branding in South Africa. The book also explores brand equity models, explains the process in building brand equity, and discusses the tracking of brand value. Moreover, Getting Started with Brand Management demonstrates the selection of an appropriate brand strategy for a business, explains how to build brand architecture, and discusses sustainable brand management. In addition, it explains how to conduct a brand audit, outlines corporate and political branding, and contextualises branding in the South African context.