Product and Brand Management
Price: 1750.00 INR
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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:
9780199460496
Publication date:
13/01/2016
Paperback
888 pages
241.0x184.0mm
Price: 1750.00 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:
9780199460496
Publication date:
13/01/2016
Paperback
888 pages
241.0x184.0mm
Product and Brand Management is a comprehensive textbook designed to meet the needs of MBA students specializing in marketing. It offers in-depth coverage of various elements, valuation techniques, and emerging applications for managing a product as well as a brand.
Rights: World Rights
Description
Product and Brand Management is a comprehensive textbook designed to meet the needs of MBA students specializing in marketing. It offers in-depth coverage of various elements, valuation techniques, and emerging applications for managing a product as well as a brand. The book has been divided into seven parts. Part I provides a detailed discussion on handling products, product life cycle, and developing new products. Parts II and III explain the various brand choice models, brand identity, and brand image in detail. Part IV describes the marketing and accounting concerns of brand valuation, and the methods of brand tracking and monitoring. Parts V, VI, and VII elucidate the brand revitalization techniques, methods of building a successful brand in the Indian market, and strategies used to keep brands alive across geographical borders. Readers would find this book useful for the detailed coverage of concepts supported with numerous real-life examples, exhibits, and case studies.
Table of contents
PART 1 PRODUCT MANAGEMENT Chapter 1: Introduction to Product Management Chapter 2: Management of New Product Development Process Chapter 3: Managing Product Life cycle PART 2 BRANDS AND BRANDING Chapter 4: Introduction to Brand Management Chapter 5: Brand Management Process Chapter 6: Brand Choice Decisions and Models PART 3 ELEMENTS OF BRANDING Chapter 7: Brand Identity Chapter 8: Brand Communication Chapter 9: Brand Positioning Chapter 10: Brand Image and Personality PART 4 VALUATION OF BRANDS Chapter 11: Brand Valuation Chapter 12: Brand Tracking and Monitoring PART 5 MANAGING BRANDS OVER TIME Chapter 13: Building Brands in Indian Market Chapter 14: Launching a New Brand Chapter 15: Revitalizing Brands PART 6 BRANDING STRATEGIES Chapter 16: Brand Extension Strategies Chapter 17: Brand Portfolio Management Chapter 18: Managing Brands Across Geographical Borders PART 7 EMERGING BRAND APPLICATIONS Chapter 19: Managing Brand Experience Chapter 20: Digital Branding Chapter 21: Employment Branding Chapter 22: Co-branding
Features
• Contains many examples and exhibits of brands such as Hero Motors, Vodafone, Alibaba, SnapDeal, and LG to support the detailed explanation of various models and elements of brand management • Provides in-depth discussion on co-branding, private labels, and digital branding • Discusses valuation of brands from the perspective of the cost of the brand, market price, and brand performance audit • Provides numerous application questions and project assignments to enhance and hone the marketing skills of the readers
Description
Product and Brand Management is a comprehensive textbook designed to meet the needs of MBA students specializing in marketing. It offers in-depth coverage of various elements, valuation techniques, and emerging applications for managing a product as well as a brand. The book has been divided into seven parts. Part I provides a detailed discussion on handling products, product life cycle, and developing new products. Parts II and III explain the various brand choice models, brand identity, and brand image in detail. Part IV describes the marketing and accounting concerns of brand valuation, and the methods of brand tracking and monitoring. Parts V, VI, and VII elucidate the brand revitalization techniques, methods of building a successful brand in the Indian market, and strategies used to keep brands alive across geographical borders. Readers would find this book useful for the detailed coverage of concepts supported with numerous real-life examples, exhibits, and case studies.
Read MoreTable of contents
PART 1 PRODUCT MANAGEMENT Chapter 1: Introduction to Product Management Chapter 2: Management of New Product Development Process Chapter 3: Managing Product Life cycle PART 2 BRANDS AND BRANDING Chapter 4: Introduction to Brand Management Chapter 5: Brand Management Process Chapter 6: Brand Choice Decisions and Models PART 3 ELEMENTS OF BRANDING Chapter 7: Brand Identity Chapter 8: Brand Communication Chapter 9: Brand Positioning Chapter 10: Brand Image and Personality PART 4 VALUATION OF BRANDS Chapter 11: Brand Valuation Chapter 12: Brand Tracking and Monitoring PART 5 MANAGING BRANDS OVER TIME Chapter 13: Building Brands in Indian Market Chapter 14: Launching a New Brand Chapter 15: Revitalizing Brands PART 6 BRANDING STRATEGIES Chapter 16: Brand Extension Strategies Chapter 17: Brand Portfolio Management Chapter 18: Managing Brands Across Geographical Borders PART 7 EMERGING BRAND APPLICATIONS Chapter 19: Managing Brand Experience Chapter 20: Digital Branding Chapter 21: Employment Branding Chapter 22: Co-branding
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