| 000 | 03776nam a22004938i 4500 | ||
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| 001 | BDZ0053662942 | ||
| 003 | StDuBDS | ||
| 005 | 20240513100316.0 | ||
| 008 | 240104s2024 enk f 000|0|eng|d | ||
| 020 |
_a9781398611580 (pbk.) : _c34.99 |
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| 040 |
_aStDuBDS _beng _erda _cStDuBDS _dStDuBDSZ |
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| 050 | 4 |
_aHF5415.1255 _b.S5 2024 |
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_aBUS _2ukslc |
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| 082 | 0 | 4 |
_a658.827 _223 |
| 100 | 1 |
_aSingh, Jaywant, _eauthor. |
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| 245 | 1 | 0 |
_aBrand management : _bprinciples and applications for effective branding / _cJaywant Singh, Paurav Shukla. |
| 263 | _a202405 | ||
| 264 | 1 |
_aLondon : _bKoganPage, _c2024. |
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| 300 | _a336 pages | ||
| 336 |
_atext _2rdacontent |
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| 337 |
_aunmediated _2rdamedia |
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| 338 |
_avolume _2rdacarrier |
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| 366 |
_b20240503 _cNot yet available |
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| 505 | 0 | _aSection - 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 | |
| 520 | 8 |
_aLearn 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. _bHow 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. |
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| 650 | 0 | _aBranding (Marketing) | |
| 650 | 0 | _aBrand name products. | |
| 650 | 7 |
_aBusiness and Management. _2ukslc |
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| 650 | 7 |
_aBusiness & Management _2thema |
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| 650 | 7 |
_aSales & marketing management _2thema |
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| 650 | 7 |
_aSales & marketing _2thema |
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| 650 | 7 |
_aBusiness strategy _2thema |
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| 650 | 7 |
_aInternational business _2thema |
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| 700 | 1 |
_aShukla, Paurav, _eauthor. |
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| 999 |
_c142222 _d142222 |
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