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As an introduction to branding, Fundamentals of branding provides students with an overview of the building blocks of branding, which include: the influence of branding on marketing decisions; the role and place of branding in the organisation; the various elements of branding; packaging the brand; positioning the brand; planning, leveraging and extending the brand; evaluating the brand. The book contains a chapter with real-life branding case studies which illustrates the practical application of the topics discussed in this book. This is a very useful resource for students who struggle to apply theory learned to real-life situations.
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Michael du Toit is a senior lecturer at the Univeristy of South Africa (Unisa). His areas of interest include branding and personal selling, as well as the facilitation of learning in the online environment. He has contributed to various academic books on marketing related topics. Cindy Erdis is a senior lecturer at the University of South Africa (Unisa). Her main areas of interest are customer relationship management, services marketing and retail management. She has contributed to a number of academic works on marketing and retail related topics.
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