With small businesses, the business is the brand, in contrast to corporations that have a portfolio of branded products. Therefore, effective brand management is dependent upon the business growing its brand into a strong brand. This comprehensive textbook helps students to navigate the dynamic world of branding for small and medium sized enterprises. It provides a strong conceptual and analytical foundation to brand management that can be applied to small business. It also addresses the unique challenges and opportunities that small businesses face in establishing, nurturing, and leveraging their brands for long-term success.

Each chapter features learning objectives, vignettes, key terms, chapter discussion questions, and mini cases. To assist in teaching from this text, PowerPoint sides, test banks, sample syllabi, and sample student projects are available to professors and lecturers online.

Written in a direct, accessible style for easy learning and understanding complex concepts and ideas, this book is ideal for advanced undergraduate and graduate course work as well as small to medium-sized business professionals.

Offers a foundation to brand management for small to medium-sized businesses Explores various communication channels and strategies to effectively convey brand message Features online PowerPoint sides, test banks, sample syllabi, sample student project for instructors Guides the diagnosing of causes of underperformance and analytical tools for strategy development

Autorentext

Walter Wymer is a Professor of Marketing at the Dhillon School of Business, University of Lethbridge, Canada. His scholarly work includes books, scientific journal publications, and presentations at academic conferences. His primary areas of research include nonprofit marketing, social marketing, brand strength/loyalty, and scale development. Secondary areas include history of marketing thought, macromarketing, and corporate social responsibility. He has served in various editorial positions for scholarly journals, including the European Journal of Marketing, Journal of Nonprofit & Public Sector Marketing, International Review of Nonprofit & Public Sector Marketing, Health Marketing Quarterly, Journal of Social Marketing, and the Journal for the Advancement of Marketing Eduction.

Inhalt

Chapter 1:Introduction.- Chapter 2:Conceptual Foundations.-Chapter 3:The Brands Identity.- Chapter4: Managing the Brand Experience.- Chapter5: Strategic Brand Management.- Chapter6: Funding Marketing.- Chapter7: Brand Remarkability Analysis and PlanningChapter8: Communication and Memory Concepts.- Chapter9: Developing an Annual Communications PlanChapter10: Brand Promotion on Social Networks and Media Platforms.