Brand Management : Strategy, Measurement & Yield Analysis

Ph.D. Rajagopal

ISBN 10: 1600219454 / ISBN 13: 9781600219450

Published by Nova Science Publishers Inc Jan 2008, 2008

About this Item

Neuware - Building a powerful brand requires determining the tangible characteristics of the offerings that carry the brand name and the benefits the customers accrue from those benefits and the psychological or emotional benefits of the products. This notion may be described as what 'value' means to a typical loyal customer; and what, ultimately, is the essential nature and character of the brand over time. Brand Management is an advanced marketing course that will prepare students to lead a brand-centred marketing team in the consumer products/services arena. The emphasis in the book is on marketing plans and day-to-day decision-making. Marketing decisions are usually made in a context of imperfect information, decision models that combine analysis with judgement, and a marketplace that is fast-changing. Innovative and groundbreaking ways of thinking about branding are constantly developing and brand architecture is anew strategic process evolved in this field.

Seller Inventory # 9781600219450

Bibliographic Details

• Title: Brand Management : Strategy, Measurement & Yield Analysis
• Publisher: Nova Science Publishers Inc Jan 2008
• Publication Date: 2008
• Language: English
• ISBN 10: 1600219454
• ISBN 13: 9781600219450
• Binding: Buch
• Condition: Neu
• Dimensions: 259W x 184H x 25D millimeters 259 millimeters width by 184 millimeters height by 25 millimeters depth
• Weight: 826 grams

About this title

Synopsis

Building a powerful brand requires determining the tangible characteristics of the offerings that carry the brand name and the benefits the customers accrue from those benefits and the psychological or emotional benefits of the products. This notion may be described as what 'value' means to a typical loyal customer; and what, ultimately, is the essential nature and character of the brand over time. "Brand Management" is an advanced marketing course that will prepare students to lead a brand-centred marketing team in the consumer products/services arena. The emphasis in the book is on marketing plans and day-to-day decision-making. Marketing decisions are usually made in a context of imperfect information, decision models that combine analysis with judgement, and a marketplace that is fast-changing. Innovative and groundbreaking ways of thinking about branding are constantly developing and brand architecture is a new strategic process evolved in this field.