Samwel Bett

Management in Modern Era Samwel Bett

Marketing has dynamically changed based on the increase in competition, brands and specific customer preference. Most products have been customised to fit specific market segments. The book provides insight into branding concepts as well as marketing to understand the current trends. The concepts include understanding some theories supporting branding as strategy, understanding brand concepts which include brand image, brand loyalty, brand awareness, brand personality, brand equity, brand experience, brand differentiation, and brand communication.