Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications (3 Volumes)

Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications (3 Volumes)

Release Date: October, 2018|Copyright: © 2019 |Pages: 1556
ISBN13: 9781522571162|ISBN10: 1522571167|EISBN13: 9781522571179|DOI: 10.4018/978-1-5225-7116-2

Description

The world of brands is undergoing a sea change in the domain of consumer culture, and it has become a challenge to cater to the taste and needs of audiences. The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative for success in a competitive marketplace.

Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding, this multi-volume book is ideally designed for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Advertising
  • Brand Communication
  • Brand Equity
  • Brand Loyalty
  • Brand Management
  • Consumer Behavior
  • Consumer Engagement
  • Emotional Branding
  • Marketing

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Information Resources Management Association (IRMA) is a research-based professional organization dedicated to advancing the concepts and practices of information resources management in modern organizations. IRMA's primary purpose is to promote the understanding, development and practice of managing information resources as key enterprise assets among IRM/IT professionals. IRMA brings together researchers, practitioners, academicians, and policy makers in information technology management from over 50 countries.