• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading

Branding is the process by which companies differentiate their products from their competition. In developing a unique identity, which may include a name, packaging and design, a brand is developed. In developing and managing this unique identity, the branding process allows organisations to develop strong emotional and psychological connections with a product, goods or service. This, in turn, eases the purchasing decision. Branding affects stakeholder perceptions and the marketing task is to ensure these perceptions are positive. The stronger the branding position, the higher the price you can charge for that product with a corresponding increase in sales volume.

Branding is an important element in consumer markets and also allows the development of a new product by facilitating new product lines or product extensions by building ...

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