Brand management : principles and applications for effective branding /
Singh, Jaywant,
Brand management : principles and applications for effective branding / Jaywant Singh, Paurav Shukla. - 336 pages
Section - ONE: Introduction - the foundations of brand management;Chapter - 01: What is a brand? Key concepts and definitions;Chapter - 02: The evolution of branding;Chapter - 03: Research streams in branding;Section - TWO: Building brands - principles and applications;Chapter - 04: Key elements of a brand;Chapter - 05: Brand loyalty and brand equity;Chapter - 06: Brand positioning;Chapter - 07: Brand communication;Chapter - 08: Brand engagement;Chapter - 09: Brand extension;Chapter - 10: Brand alliances and cobranding;Chapter - 11: Brand architecture and corporate branding;Section - THREE: Managing contemporary brands;Chapter - 12: Managing negative brand events and crisis;Chapter - 13: Luxury branding;Chapter - 14: Sensory branding and neuromarketing;Chapter - 15: Social media branding and digital brand analytics;Chapter - 16: Global and cross-cultural branding;Chapter - 17: Brands and societal responsibility
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. How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook. Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture. Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines new and emerging topics including managing brand crisis, brands' responsibilities and digital brand analytics. It is supported by a range of features such as learning outcomes, 'in practice' boxes, key concepts and discussion questions and online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises.This is an indispensable textbook for undergraduate and postgraduate students of brand management.
9781398611580 (pbk.) : 34.99
Branding (Marketing)
Brand name products.
Business and Management.
Business & Management
Sales & marketing management
Sales & marketing
Business strategy
International business
HF5415.1255 / .S5 2024
658.827
Brand management : principles and applications for effective branding / Jaywant Singh, Paurav Shukla. - 336 pages
Section - ONE: Introduction - the foundations of brand management;Chapter - 01: What is a brand? Key concepts and definitions;Chapter - 02: The evolution of branding;Chapter - 03: Research streams in branding;Section - TWO: Building brands - principles and applications;Chapter - 04: Key elements of a brand;Chapter - 05: Brand loyalty and brand equity;Chapter - 06: Brand positioning;Chapter - 07: Brand communication;Chapter - 08: Brand engagement;Chapter - 09: Brand extension;Chapter - 10: Brand alliances and cobranding;Chapter - 11: Brand architecture and corporate branding;Section - THREE: Managing contemporary brands;Chapter - 12: Managing negative brand events and crisis;Chapter - 13: Luxury branding;Chapter - 14: Sensory branding and neuromarketing;Chapter - 15: Social media branding and digital brand analytics;Chapter - 16: Global and cross-cultural branding;Chapter - 17: Brands and societal responsibility
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. How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook. Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture. Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines new and emerging topics including managing brand crisis, brands' responsibilities and digital brand analytics. It is supported by a range of features such as learning outcomes, 'in practice' boxes, key concepts and discussion questions and online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises.This is an indispensable textbook for undergraduate and postgraduate students of brand management.
9781398611580 (pbk.) : 34.99
Branding (Marketing)
Brand name products.
Business and Management.
Business & Management
Sales & marketing management
Sales & marketing
Business strategy
International business
HF5415.1255 / .S5 2024
658.827