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TABLE OF CONTENTS15 sections

Brand Management

01Brand Management 02Foundations And Evolution Of Brand Management 03Consumer Market And Cultural Insight 04Brand Purpose Identity And Meaning 05Segmentation Positioning And Differentiation 06Brand Equity Theories And Models 07Brand Architecture And Portfolio Strategy 08Strategic Brand Planning And Integrated Communications 09Brand Experience Relationships And Internal Branding 10Digital Social And Platform Brand Management 11Brand Growth Innovation And Globalisation 12Brand Research Analytics And Valuation 13Brand Lifecycle Revitalisation And Crisis Management 14Brand Governance Ethics And Sustainability 15Ai Martech And The Future Of Brand Leadership

Chapter 7

Strategic Brand Planning And Integrated Communications

PREVIOUS SECTIONBrand Architecture And Portfolio Strategy UP NEXTBrand Experience Relationships And Internal...

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