Brands and branding

This book delves into the multifaceted realm of luxury, shedding light on the pivotal transformations across industries and markets.

This book delves into the multifaceted realm of luxury, shedding light on the pivotal transformations across industries and markets.

This book delves into the multifaceted realm of luxury, shedding light on the pivotal transformations across industries and markets.

This book delves into the multifaceted realm of luxury, shedding light on the pivotal transformations across industries and markets.

The 2025 International Conference on Global Retail Brand Management is a unique academic forum to present and discuss original, rigorous, and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers, and national brand managers.

The 2025 International Conference on Global Retail Brand Management is a unique academic forum to present and discuss original, rigorous, and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers, and national brand managers.

This book presents a new way of examining cities to reveal the many and varied meanings which are written into urban landscapes.

This book addresses the pressing need for a comprehensive understanding of Organisational Identity (OI) as essential to building effective, viable, and credible organisations.

This book addresses the pressing need for a comprehensive understanding of Organisational Identity (OI) as essential to building effective, viable, and credible organisations.

This book presents a new way of examining cities to reveal the many and varied meanings which are written into urban landscapes.

Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies.

Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies.

"e;In One Word"e; analyzes and discusses the underlying dynamics, as well as the unique technique and methodology of defining a brand’s value proposition in just one word.

"e;In One Word"e; analyzes and discusses the underlying dynamics, as well as the unique technique and methodology of defining a brand’s value proposition in just one word.

This book focuses on exploring the dynamics of brands and branding in relation to individual consumers and societal members' behaviour.

Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions.

Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions.

This book explores how cosmetics firms have made the transition to technology-enabled beauty companies to meet changing customer demands.

This book presents case studies of local, regional, and international businesses to show that marketing is an environment-sensitive activity, requiring an environment-specific treatment.

The book is divided into sections according to the content of the chapters.

This book presents case studies of local, regional, and international businesses to show that marketing is an environment-sensitive activity, requiring an environment-specific treatment.

Aimed at marketing students and practitioners, this book places less emphasis on theory but, instead, helps readers to understand why their customers are acting in a certain way or why their marketing activities or initiatives are not (or are) working out.

Aimed at marketing students and practitioners, this book places less emphasis on theory but, instead, helps readers to understand why their customers are acting in a certain way or why their marketing activities or initiatives are not (or are) working out.

This book presents new global research on transmedia storytelling as a form of brand communication.

This book presents new global research on transmedia storytelling as a form of brand communication.

In previous books, the author has investigated rivalry in the context of sport and non-sport settings.

In previous books, the author has investigated rivalry in the context of sport and non-sport settings.

When it comes to branding the energy space, an exciting and largely unexplored field of research emerges.

When it comes to branding the energy space, an exciting and largely unexplored field of research emerges.

This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes.

This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes.

This book explores how cosmetics firms have made the transition to technology-enabled beauty companies to meet changing customer demands.

The book is divided into sections according to the content of the chapters.

This book focuses on exploring the dynamics of brands and branding in relation to individual consumers and societal members' behaviour.

This book focuses on how to succeed in China, the globe's largest consumer market, through the branding market strategy.

This book focuses on how to succeed in China, the globe's largest consumer market, through the branding market strategy.

With small businesses, the business is the brand, in contrast to corporations that have a portfolio of branded products.

With small businesses, the business is the brand, in contrast to corporations that have a portfolio of branded products.

Learn how to  leverage your own social media through techniques used by influencer agencies and successful digital marketers.

Learn how to  leverage your own social media through techniques used by influencer agencies and successful digital marketers.

Each book in the 'Very Short, Fairly Interesting & Reasonably Cheap' series takes a core area of the curriculum and turns it on its head by providing a critical, sophisticated overview of the key issues and debates in an informal, conversational and often humorous way.