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

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

Indexed In: SCOPUS
Release Date: October, 2018|Copyright: © 2019 |Pages: 1556
DOI: 10.4018/978-1-5225-7116-2
ISBN13: 9781522571162|ISBN10: 1522571167|EISBN13: 9781522571179
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Description & Coverage
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.

Coverage:

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
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