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Strategic Brand Management for Small Businesses: Building, Growing, and Sustaining a Brand

Strategic Brand Management for Small Businesses: Building, Growing, and Sustaining a Brand

Paperback

Series: Classroom Companion: Business

ManagementMarketingGraphic Design

Currently unavailable to order

ISBN10: 3031903854
ISBN13: 9783031903854
Publisher: Springer
Published: Jun 1 2026
Pages: 263
Language: English
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.

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