Brand Management
Principles and Practices
Price: 1400.00 INR
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ISBN:
9780198069867
Publication date:
02/01/2012
Paperback
496 pages
244.0x186.0mm
Price: 1400.00 INR
We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.
ISBN:
9780198069867
Publication date:
02/01/2012
Paperback
496 pages
244.0x186.0mm
Brand Management-Principles and Practices is a comprehensive textbook designed for students of postgraduate management programmes specializing in marketing. It explores the core concepts of branding and illustrates them through numerous examples, exhibits, figures, images, case studies, and videos
Suitable for: A textbook designed for students of postgraduate management programmes specializing in marketing. The practical applications would also be very useful to practitioners.
Rights: World Rights
Description
Brand Management-Principles and Practices is a comprehensive textbook designed for students of postgraduate management programmes specializing in marketing. It explores the core concepts of branding and illustrates them through numerous examples, exhibits, figures, images, case studies, and videos.
The book is divided into five sections. The first section gives an introduction to branding, creating a brand, and understanding how organizational culture helps in successful brand management. The second and third sections discuss brand equity, ways of researching and measuring it, and the importance of understanding consumers and markets. The fourth section explains branding strategies, e-branding, and marketing communications. The last section explores brand architecture, brands over time, and boundaryless 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.
Table of contents
PART I OVERVIEW OF BRAND MANAGEMENT
Chapter 1. Introduction to Branding
Chapter 2. Creating a Brand
Chapter 3. Understanding Organizational Culture for Successful Brand Management
PART II UNDERSTANDING AND MEASURING BRAND EQUITY
Chapter 4. Brand Equity
Chapter 5. Researching for Brand Equity
Chapter 6. Measuring Brand Equity
PART III UNDERSTANDING CONSUMERS AND MARKETS
Chapter 7. Consumer Behaviour and Brand Buying Decisions
Chapter 8. Brand Positioning
PART IV MANAGING BRANDS
Chapter 9. Branding and the Marketing Programme
Chapter 10. E-branding-Building the Brand Online
Chapter 11. Branding and Marketing Communications
PART V BUILDING RESILIENT BRANDS
Chapter 12. Brand Strategies
Chapter 13. Managing Brand Architecture
Chapter 14. Brands Over Time
Chapter 15. Brands in a Borderless World
Features
- Provides rich learning from brand practices of Indian brands like Kingfisher, Maggi, Airtel, Aircel, Micromax, ITC, and LIC
- Discusses practices of global and Indian companies such as Singapore Airlines, Lux, Amul, and Tata Group, and includes exhibits with marketing insights from industry
- Includes exclusive chapters on creating a brand, understanding organizational culture, consumer behaviour, e-branding, and managing brand architecture
- Online Resource Centre: The following resources are available to support the student and faculty using this text:
- For Instructor:
- 1. Hints to Concept Review Questions
- 2. Hints to Critical Thinking Exercises
Description
Brand Management-Principles and Practices is a comprehensive textbook designed for students of postgraduate management programmes specializing in marketing. It explores the core concepts of branding and illustrates them through numerous examples, exhibits, figures, images, case studies, and videos.
The book is divided into five sections. The first section gives an introduction to branding, creating a brand, and understanding how organizational culture helps in successful brand management. The second and third sections discuss brand equity, ways of researching and measuring it, and the importance of understanding consumers and markets. The fourth section explains branding strategies, e-branding, and marketing communications. The last section explores brand architecture, brands over time, and boundaryless 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.
Read MoreTable of contents
PART I OVERVIEW OF BRAND MANAGEMENT
Chapter 1. Introduction to Branding
Chapter 2. Creating a Brand
Chapter 3. Understanding Organizational Culture for Successful Brand Management
PART II UNDERSTANDING AND MEASURING BRAND EQUITY
Chapter 4. Brand Equity
Chapter 5. Researching for Brand Equity
Chapter 6. Measuring Brand Equity
PART III UNDERSTANDING CONSUMERS AND MARKETS
Chapter 7. Consumer Behaviour and Brand Buying Decisions
Chapter 8. Brand Positioning
PART IV MANAGING BRANDS
Chapter 9. Branding and the Marketing Programme
Chapter 10. E-branding-Building the Brand Online
Chapter 11. Branding and Marketing Communications
PART V BUILDING RESILIENT BRANDS
Chapter 12. Brand Strategies
Chapter 13. Managing Brand Architecture
Chapter 14. Brands Over Time
Chapter 15. Brands in a Borderless World
