Branding serves as a strategic tool for differentiating products and services in a competitive market and helps foster customer loyalty and trust. This anthology explores the ways in which strong brands are created and developed in various contexts – from branding in start-ups to destinations, flagship stores and personal branding. Key themes in the book are: · Developing a strong brand identity · Customer loyalty and how to build lasting relationships · Co-creating value with customers and stakeholders · Agile methods in market strategy development · Innovation in brand-building · The importance of analysis and evaluation in the branding process The book contains both empirical and conceptual studies. The authors have backgrounds in marketing, innovation, sales, service design, tourism and the experience economy. With contributions from 13 authors, Branding: Development, Involvement and Strategies provides insight for academics, students and marketers who want to learn more about developing effective brand strategies.

This book is included in DOAB.