• Provides a foundation for building, managing, and defending brands at various stages in the brand life cycle. Introduces the fundamentals of customer experience, brand architecture, and management strategies relevant for B2C and B2B Marketing. Examples from a variety of industries cover topics that include brand co-creation, diffusion, imitation, and authenticity. Explores theory and practice using cases and behavioral academic research. Also looks at the development of leadership branding.

• Textbook Information

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