Contemporary issues in branding

by Foroudi, Pantea Palazzo, Maria

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Title Statements

Full title :Contemporary issues in branding / edited by Pantea Foroudi and Maria Palazzo.

Summary

"This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand's identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally"--

Edition Statements

Publication Date:©2020

Publication Statements

Publisher(s):Routledge
Place of Publication:Abingdon, Oxon
Language:eng
Publication Date:©2020

The Physical Object

Description:1 online resource (xvi, 299 pages)

Edition Identifiers

ISBN:9780429429156, 0429429150, 9780429769122, 0429769121, 9780429769139, 042976913X, 9780429769115, 0429769113, 1138368539, 9781138368538, 1138368547, 9781138368545
oclc:on1110125031
LC Classification:HF5415.1255
Dewey Decimal:658.8/27

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