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Strategies for Brand Communications and Management

Bridging Academia and Practice (2024)

ISBN: 979-8304064828 | December 2024 | 304 Pages

 

Editors: Sungho Lee, Anees Ahmad, Contrecia T. Tharpe, Santiago Mayorga Escalada
 

Authors and Contributors: Sungho Lee, Anees Ahmad, Santiago Mayorga Escalada, Urooj Ahmed, Khalid Hafeez, Areej Ahmed, Alexandre Duarte, Brian Till, Fayez Bassam Fayez Shriedeh, Xiaoshan Austin Li, Mannar Ahmed, Nana Dyki Dirbawanto and Zarjina Tarana Khalil.

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ISBN

979-8304064828

DOI

License

CC-By Attribution 4.0 International

Description

In this book readers embark on a comprehensive journey through the dynamic world of branding, exploring theories, frameworks, and strategies essential for success in today's competitive marketplace.

The book begins with an exploration of foundational principles in contemporary branding, elucidating the latest theories and frameworks that underpin effective brand management. Emphasizing the symbiotic relationship between academia and industry, it highlights the transformative power of collaboration in driving innovation and real-world application. Subsequent chapters delve into practical aspects of brand management, offering insights and techniques for measuring and enhancing brand equity, crafting distinctive brand identities, and developing strategic positioning strategies to communicate unique value propositions.

In the pursuit of sustainable competitive advantage, the book navigates the complexities of pricing strategies, equipping readers with tools to balance profitability with consumer value. It then explores the pivotal role of customer loyalty and advocacy, uncovering strategies for fostering deep connections with consumers through engagement programs and integrated campaigns. As technology continues to reshape the branding landscape, the book explores emerging frontiers such as AI, AR, and VR applications, demonstrating how these technologies can be leveraged to create immersive brand experiences and gain a competitive edge. Drawing from diverse industries, the book analyzes successful brand management campaigns through real-world case studies, distilling key insights and best practices applicable across contexts. Finally, it underscores the importance of strategic alliances and partnerships in expanding brand reach and influence, illuminating opportunities for collaborative brand initiatives.

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