Brand Management
Principles and Practices
Price: 765.00 INR
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ISBN:
9780190124137
Publication date:
30/04/2022
Paperback
488 pages
Price: 765.00 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:
9780190124137
Publication date:
30/04/2022
Paperback
488 pages
Second Edition
Kirti Dutta
Provides a complete understanding of brand management from the steps that can be followed to create a brand to how the brands can be sustained for longevity and growth of the organization. It tries to demystify and simplify the concept of creation, execution, and management of successful brands.
Rights: World Rights
Second Edition
Kirti Dutta
Description
Branding has always been a vital part of any business, but the current testing times have made it more important than ever before. With the rise in social media consumption, consumers get exposed to information about existing and new brands every day. The second edition of Brand Management—Principles and Practices is a comprehensive textbook that explores the core concepts of branding and illustrates them through numerous real-life examples, chapter-end case studies, images, and videos. Designed especially for students of postgraduate management programmes specializing in marketing, the illustrative and practical approach would be beneficial for professionals too.
Second Edition
Kirti Dutta
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-Branding the Brand Online
Chapter 11: Branding and Marketing Communications
Chapter 12: Brand Building in the New Media
Part V: Building Resilient Branda
Chapter 13: Brand Strategies
Chapter 14: Managing Brand Architecture
Chapter 15: Brands over Time
Chapter 16: Brands in a Borderless World
About the Author
Second Edition
Kirti Dutta
Features
- Provides rich learning from practices of Indian brands like Santoor, Nykaa, Asian Paints, Cornitos, Tanishq, Emami, ITC, and LIC
- Discusses practices of global and Indian companies such as Bentley, Aditya Birla Group, Kia Motors, Lux, and Amul
- Includes exhibits with marketing insights from industry
- Includes a new chapter on brand building in the new media and how to manage brand reputation online
Second Edition
Kirti Dutta
Description
Branding has always been a vital part of any business, but the current testing times have made it more important than ever before. With the rise in social media consumption, consumers get exposed to information about existing and new brands every day. The second edition of Brand Management—Principles and Practices is a comprehensive textbook that explores the core concepts of branding and illustrates them through numerous real-life examples, chapter-end case studies, images, and videos. Designed especially for students of postgraduate management programmes specializing in marketing, the illustrative and practical approach would be beneficial for professionals too.
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-Branding the Brand Online
Chapter 11: Branding and Marketing Communications
Chapter 12: Brand Building in the New Media
Part V: Building Resilient Branda
Chapter 13: Brand Strategies
Chapter 14: Managing Brand Architecture
Chapter 15: Brands over Time
Chapter 16: Brands in a Borderless World
About the Author
