Strategic Management for Global Recognition

Description

Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice. Effective brand management helps a company build a loyal customer base and helps fuel a company's profits. A brand manager ensures the innovation of a product or brand, creating brand awareness via the use of price, packaging, logo, associated colors, and lettering format. Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book “Strategic Management for Global Recognition” provides a better understanding of how organizations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development.