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The second book in the ICBM series, Brand Research is an outcome of the 2nd International Conference on Brand Management. The first conference inspired and initiated a huge debate on brand which motivated the team for creating a second platform to take it forward. Brands Rising: As Products Fall has paved the way for Brand Research.
The book is a compilation of contemporary research papers in the branding arena. Blends of qualitative and quantitative techniques have been used by the researchers and these unconventional and innovative methods have widened the spectrum of branding research, thus, contributing to pool of knowledge we wish to create on Brand.
Continuing with the policy of branding all the work and research, sixteen papers have been selected to be a part of this book. The uniqueness of this book lies in that it brings to your palate flavors of three continent`s research on brand. The book has been divided into five major sections namely Corporate Branding, Destination Branding, Brand Culture and Brand Communication, Branding of Services and Brand Valuation, Branding of Entrepreneurial Ventures and Brand Semiotics.isbn-9780230328709
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Pages : 298
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