Each chapter is linked with the CD and contains videos and presentations that explain the key concepts and includes exercises(s) for enhancing decision-making abilities. -- Back cover. Accompanied by: 1 computer disc (CD-ROM)
Includes bibliographical references and index.
OVERVIEW OF BRAND MANAGEMENT -- Introduction to Branding -- Creating a Brand -- Understanding Organizational Culture for Successful Brand Management -- UNDERSTANDING AND MEASURING BRAND EQUITY -- Brand equity -- Researching for Brand Equity -- UNDERSTANDING CONSUMERS AND MARKETS -- Consumer Behaviour and Brand Buying Decision -- Brand positioning -- MANAGING BRANDS -- Bradning the marketing programme -- E-branding, building the brand online -- Branding and marketing communications -- BUILDING RESILIENT BRANDS -- Brand strategies -- Managing brand architecture -- Brands over time -- Brands in a borderless world. Pt. I. 1. 2. 3. Pt. II. 4. 5 . Pt. III. 7. 8. Pt. IV. 9. 10. 11. Pt. V. 12. 13. 14. 15.
Brand Management: Principles and Practices is a comprehensive textbook designed for post graduate management programmes students specializing in marketing. It explores core concepts of branding and illustrates them through numerous examples, exhibits, figures, images, case studies, and videos. Divided into five sections, first section gives an introduction to branding, creating a brand, and understanding how organizational culture helps in successful brand management. Second and third sections discuss brand equity, ways of researching and measuring it, and importance of understanding consumers and markets. Further, fourth section explains branding strategies, e-branding, and marketing communications. Last section explores brand architecture, brands over time, and boundary-less brands. Students will find this book useful for its illustrative coverage of the key concepts. The practical applications would also be very useful to practitioners.
System requirements for the CD: Operating system: Windows 2,000 and higher, flash player: version 9 and higher, processor speed: 500Mhz, sound card and speakers.
0198069863 9780198069867
Brand name products Branding (Marketing) Product management