Brand Management: Principles and Practices

By:

Dutta, Kirti

Material type: Text

TextPublication details: Oxford University Press 2012 New DelhiDescription: 455pISBN:

9780198069867

Subject(s):

Brand name products - Management

DDC classification:

658.827 DUT

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.827 DUT (Browse shelf(Opens below))	Available		M0034685

Total holds: 0

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

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