Brand Management: Principles and Practices

Paperback | February 2, 2012

byKirti Dutta

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Brand Management: Principles and Practices is a comprehensive textbook designed for post graduate management programmes 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 understandingconsumers 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.

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Brand Management: Principles and Practices is a comprehensive textbook designed for post graduate management programmes 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 g...

Dr Kirti Dutta is Assistant Professor (Marketing) at Bhartiya Vidya Bhavan's Usha and 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 Ph...

other books by Kirti Dutta

Format:PaperbackDimensions:576 pages, 9.84 × 7.48 × 0.07 inPublished:February 2, 2012Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0198069863

ISBN - 13:9780198069867

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Table of Contents

1. Introduction to branding2. Creating a brand3. Understanding organizational culture for successful brand management4. Brand equity5. Researching for brand equity6. Measuring brand equity7. Consumer behaviour and brand buying decisions8. Brand positioning9. Branding and the marketing program10. e-branding - building the brand online11. Branding and marketing communications12. Brand strategies13. Managing brand architecture14. Brands over time15. Brands in a borderless world