Brand Management: An Introduction through Storytelling

Mogaji, Emmanuel

Abstract

An accessible text for branding beginners that avoids technical jargon

Includes coverage of cutting edge issues and hot topics such as brand ethics, social media, brand love and brand hate

Equips students with the main concepts and theories to advance their studies further

Takes a unique story telling approach to guide student through the basic principles, practices and theories

Citation

Mogaji, E. (2021). Brand Management: An Introduction through Storytelling. Springer. https://doi.org/10.1007/978-3-030-66119-9

• Book Type: Authored Book
• Online Publication Date: Apr 3, 2021
• Publication Date: 2021
• Deposit Date: May 31, 2023
• Publisher: Springer
• ISBN: 9783030661182; 9783030661199
• DOI: https://doi.org/10.1007/978-3-030-66119-9