Fundamentals of branding (Paperback)


As an introduction to branding, Fundamentals of branding provides students with an overview of the building blocks of branding, which include: the influence of branding on marketing decisions; the role and place of branding in the organisation; the various elements of branding; packaging the brand; positioning the brand; planning, leveraging and extending the brand; evaluating the brand. The book contains a chapter with real-life branding case studies which illustrates the practical application of the topics discussed in this book. This is a very useful resource for students who struggle to apply theory learned to real-life situations.

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Product Description

As an introduction to branding, Fundamentals of branding provides students with an overview of the building blocks of branding, which include: the influence of branding on marketing decisions; the role and place of branding in the organisation; the various elements of branding; packaging the brand; positioning the brand; planning, leveraging and extending the brand; evaluating the brand. The book contains a chapter with real-life branding case studies which illustrates the practical application of the topics discussed in this book. This is a very useful resource for students who struggle to apply theory learned to real-life situations.

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Product Details

General

Imprint

Juta Legal and Academic Publishers

Country of origin

South Africa

Release date

July 2014

Availability

Expected to ship within 4 - 8 working days

Editors

,

Dimensions

245 x 168 x 8mm (L x W x T)

Format

Paperback

Pages

136

ISBN-13

978-0-7021-8907-4

Barcode

9780702189074

Categories

LSN

0-7021-8907-3

Course Code

MNM1522



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