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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.
Contents :
PART I OVERVIEW OF BRAND MANAGEMENT
1. Introduction to Branding
2. Creating a Brand
3. Understanding Organizational Culture for Successful Brand Management
PART II UNDERSTANDING AND MEASURING BRAND EQUITY
4. Brand Equity
5. Researching for Brand Equity
6. Measuring Brand Equity
PART III UNDERSTANDING CONSUMERS AND MARKETS
7. Consumer Behaviour and Brand Buying Decisions
8. Brand Positioning
PART IV MANAGING BRANDS
9. Branding and the Marketing Programme
10. E-branding—Building the Brand Online
11. Branding and Marketing Communications
PART V BUILDING RESILIENT BRANDS
12. Brand Strategies
13. Managing Brand Architecture
14. Brands Over Time
15. Brands in a Borderless World
ISBN - 9780198069867
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Pages : 496
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