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.
Key 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.
In the CD: Each chapter is linked with the CD and contains videos and presentations that explain the key concepts and includes exercise(s) for enhancing decision-making abilities
Includes insights about renowned brands by their brand managers through video case studies, television commercials, and presentations of iconic brands such as Aditya Birla Group, Amul, Yamaha Motors, Vodafone, McDonald’s, Max New York Life Insurance, and Adani Wilmar Group.
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