Brand Management

Brand management is a significant discipline in the field of management. Brand is the product identity of a company or a business group. Brand can be in the form of logo, graphics or simple wordings. Really, a brand has to do with every aspect of a company's relationship with its customers. Therefore, developing and using a brand must be a company endeavour.

Increasing globalization of brands makes it essential to differentiate products with effective brand management. Now-a-days brand has been an undisputed most valuable dynamic asset that a company possesses. This book focuses on the concepts and practice of brand management in its totality. It provides comprehensive and up-to-date information on the fundamentals of entire branding concept and serves as a good read for students of brand management and other allied courses.