Jaywant Singh, Paurav Shukla

Brand Management

Principles and Applications for Effective Branding

• Broschiertes Buch

Produktbeschreibung

Learn how to build, develop and manage brands with this applied textbook which also explores the latest developments in digital branding, brand crisis and brands' responsibility.

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Produktdetails

• Verlag: Kogan Page Ltd
• Seitenzahl: 344
• Erscheinungstermin: 28. Mai 2024
• Englisch
• Abmessung: 244mm x 173mm x 27mm
• Gewicht: 596g
• ISBN-13: 9781398611580
• ISBN-10: 1398611581
• Artikelnr.: 68945189

Autorenporträt

Jaywant Singh, Paurav Shukla

Inhaltsangabe

Chapter
01: Brand
the concept and meanings; Chapter
02: The evolution of branding; Chapter
03: Research streams in branding; Chapter
04: Brand features; Chapter
05: Brand loyalty and brand equity; Chapter
06: Brand positioning; Chapter
07: Brand communication; Chapter
08: Consumer
brand relationships; Chapter
09: Brand extension; Chapter
10: Brand alliance or co
branding; Chapter
11: Brand portfolio management; Chapter
12: Managing negative events for brands; Chapter
13: Luxury branding; Chapter
14: Sensory branding and neuromarketing; Chapter
15: Branding on social media and digital brand analytics; Chapter
16: Global and cross
cultural branding;