Brand Management

Dr Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, UK. Emmanuel's primary areas of interest are ABCDE of Marketing Communications – Advertising, Branding, Communications, Digital and Ethics. He has studied attitude towards brands and advertisement through various media such as print and social. He has published peer-reviewed journal articles and book chapters and presented his works in a large number of national and international conferences.He is a Fellow of the Higher Education Academy (HEA), which demonstrates his teaching philosophy and commitment to encouraging experiential learning. He believes in giving students the opportunity to learn by doing, to think outside the box and to challenge norms. This process critically engages students in real-life applications of what they have learnt.Emmanuel has previously worked as a marketing communication executive, responsible for creative designs and managing marketing campaigns, liaising and building relationships with a range of stakeholders.

• Chapter 1: Introduction to Brand Management.- Chapter 2: Ethical Branding.- Chapter 3: Brand Philosophy.- Chapter 4: Brand Positioning.- Chapter 5: Brand Identity.- Chapter 6: Brand Integration.- Chapter 7: Brand in the Digital Era.- Chapter 8: Brand Equity.- Chapter 9: Brand Extension.- Chapter 10: Brand Mergers and Acquisition.- Chapter 11: Brand Architecture.- Chapter 12: Contemporary Issues in Brand Management.