Strategic brand management for small businesses: building, growing, and sustaining a brand
Auteur :
Wymer, Walter
Éditeur :
Springer International Publishing AG
ISBN :
9783031903854
Date de publication :
1 juin 2026
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Suisse
font-family: 'Times New Roman',serif; mso-fareast-font-family: 'Times New Roman'; mso-ligatures: none;">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.