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Brand Management

Kirti Dutta

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ISBN 10: 0198069863 / ISBN 13: 9780198069867
Published by Oxford University Press, 2012
Used Soft cover
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Contents Foreword Preface Part I Overview of Brand Management 1 Introduction to Branding 2 Creating a Brand 3 Understanding Organizational Culture for Successful Brand Management II Understanding and Measuring Brand Equity 4 Brand Equity 5 Researching for Brand Equity 6 Measuring Brand Equity III Understanding Consumers And Markets 7 Consumer Behaviour and Brand Buying Decisions 8 Brand Positioning IV Managing Brands 9 Branding and the Marketing Programme 10 E-branding?Building the Brand Online 11 Branding and Marketing Communications V Building Resilient Brands 12 Brand Strategies 13 Managing Brand Architecture 14 Brands Over Time 15 Brands in a Borderless WorldBrand 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 videosThe 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 496 pp. Bookseller Inventory # 102523

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Bibliographic Details

Title: Brand Management

Publisher: Oxford University Press

Publication Date: 2012

Binding: Pbk

About this title

Synopsis:

Brand Management: Principles and Practices is a comprehensive textbook designed for post graduate management programs students specializing in marketing. It explores core concepts of branding and illustrates them through numerous examples, exhibits, figures, images, case studies, and videos.
Divided into five sections, first section gives an introduction to branding, creating a brand, and understanding how organizational culture helps in successful brand management. Second and third sections discuss brand equity, ways of researching and measuring it, and importance of understanding consumers and markets. Further, fourth section explains branding strategies, e-branding, and marketing communications. Last section explores brand architecture, brands over time, and boundary-less 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.

About the Author:


Dr Kirti Dutta is Assistant Professor (Marketing) at Bhartiya Vidya Bhavan's Usha & Lakshmi Mittal Institute of Management, New Delhi. She has earlier worked at Institute for International Management and Technology, Gurgaon. She has over 11 years of industry experience and over 6 years of academic experience, and has obtained her PhD in branding. Dr Dutta is on the review panel of three international journals and has co-authored a textbook - Services: Marketing, Operations, and Management (OUP).

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