CONTENTS:- Preface 1. Foundations of Brand Management 2. Meaning of Brands 3. Corporate Branding 4. Classic Branding 5. Effective Branding 6. Brand Strategy 7. Catalysts for Branding 8. Language of Branding 9. Brand Development 10. Brand Valuation 11. Brand Equity 12. Brand Sense 13. Global Branding 14. Multiple Channel Branding 15. Measuring Brand Personality 16. Customer Equity Marketing
This book on brand management takes an in-depth look into all that entails the functioning of this field. it takes a look all that comprise the principles and foundations of this form of management, charting its history, chronicling its foundations, and the current trends and practices which enclose it. It also embarks upon a comprehensive discussion of all that comprise of the issues which pose as problems for the field. Case-studies have been included which serve to foster an understanding of the practical applications of this field. Compendious and informative, it is hoped that the book serves well for all managers who may feel the need to get acquainted with brand management in all its aspects.