{"product_id":"9780627042447","title":"Brand Management: a Southern African Perspective (2 Edition)","description":"\u003cp\u003eIn today's fiercely competitive business environment, a brand is more than just a product or logo; when managed effectively, it can become the key to an organisation's success. While there are numerous international textbooks on branding, many of them focus on American or European contexts, often neglecting the unique nuances of the South African market. This textbook seeks to fill that gap by providing a comprehensive exploration of the intricacies involved in building, nurturing, and sustaining brands within the dynamic South African landscape.\u003cbr\u003eSouth Africa, with its diverse languages, cultures, and identities, presents brand managers with a distinctive set of opportunities and challenges. The ability to create brands that resonate with consumers and establish a meaningful connection is essential for success in this multifaceted environment.\u003cbr\u003eThis textbook is designed to equip students, marketing professionals, and aspiring entrepreneurs with the knowledge and tools necessary for effective brand management. Key topics covered include:\u003cbr\u003e\u003cbr\u003eAn introduction to branding concepts\u003cbr\u003eThe significance of crafting a brand's image, identity, and positioning\u003cbr\u003eStrategies for developing and managing brand architecture\u003cbr\u003eApproaches to building strong brands through brand equity and the brand value chain\u003cbr\u003eDesigning marketing programs to enhance brand equity\u003cbr\u003eMeasuring brand equity and performance using various approaches\u003cbr\u003eConsiderations for brand contact planning and constructing effective contact plans\u003cbr\u003eBranding in the digital era, with a focus on the African and South African context\u003cbr\u003eStrategies for international branding\u003cbr\u003ePerspectives on branding in the service sector\u003cbr\u003e The importance of internal branding and employee engagement\u003cbr\u003e \u003cbr\u003eEach chapter incorporates practical examples to illustrate theoretical concepts, and it includes a relevant case study and questions for students to reinforce their understanding.\u003cbr\u003eThis textbook is the result of extensive research and collaboration with academics from various South African institutions, including the University of Johannesburg, North-West University, UNISA, and Vega School, offering a diverse range of expert viewpoints. We invite you to embark on a journey of understanding, developing, and managing brands within the South African context through this comprehensive resource.\u003c\/p\u003e\n\u003cdiv class=\"book-contributors\"\u003e\n  \u003cp class=\"contributor-item\"\u003e\n    \u003cspan class=\"contributor-role\"\u003eAuthor\u003c\/span\u003e\n    \u003ca href=\"\/search?q=Author+Cunningham+N\" class=\"contributor-link\"\u003eCunningham N\u003c\/a\u003e\n  \u003c\/p\u003e\n\u003c\/div\u003e","brand":"Cunningham N","offers":[{"title":"Default Title","offer_id":47378782388387,"sku":"9780627042447","price":640.0,"currency_code":"ZAR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0741\/7836\/3555\/files\/img_9780627042447_89bba0cc-ab38-41e7-b57c-1dcc12a38b57.jpg?v=1776803212","url":"https:\/\/graffitibooks.co.za\/products\/9780627042447","provider":"Graffiti Books","version":"1.0","type":"link"}