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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, flags...

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Main Authors: Lyons-Kokkin, Sarah Joy, Elvekrok, Ingunn, Agerup, Gry, Berg, Arne, Bolann, Elin, Døving, Runar, Albert Ellingsen, Kristen, Mathisen, Line, Johansson Nyvoll, Carina, Rage, Øyvind, Tobiassen, Anita E., Wedum, Gunhild, Karlsen Åstrøm, Jonas
Format: Online
Sprog:bokmål
Udgivet: Cappelen Damm Akademisk/NOASP (Nordic Open Access Scholarly Publishing) 2025
Fag:
branding, brand identity, customer loyalty, marketing strategy development, co-creation, merkevarebygging, merkeidentitet, kundelojalitet, markedsstrategiutvikling, samskaping
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thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing::KJSC Brands and branding
thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJM Management and management techniques
Online adgang:https://library.oapen.org/handle/20.500.12657/103446
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Summary: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.

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