no information available
Brands are valuable assets for any organization. Brand-building is the most challenging task. Brands must generate trust in the minds of the users. There is a connection between the brands and customers. All these dimensions of brands have been covered 'Compendium of Brand Management' in this book. The latest and the breezy style of narration that takes a reader from the simple to the difficult concepts with case. It will prove to be a valuable companion for the students and practitioners of marketing, sales products, brand, advertising, communication and media management. Contents : 1. Business is the Business of Brands 2. Brand Names 3. Brand Planning 4. Brand and Consumer Psychology 5. Brand's Life Script 6. Brand Values 7. Managing Brand System and Brand Roles 8. Commoditisation of Brands and Keeping Brands Alive 9. Anti-Brand Thinking 10. Brand Extensions 11. Brand Influence and Loyalty 12. Protecting a Brand 13. Brand Image 14. Brand Identity 15. Brand Personality 16. Brand Positioning 17. Brand Culture and Brand Rituals 18. Brand Equity 19. Brand Building 20. Service Brands 21. Experiential Brands 22. Types of Brands 23. Product and Brand Failures 24. Marketing Organisation 25. Reality Environment of Brands 26. Case Studies
