Compendium of Brand management /
Chunawalla S.A
Compendium of Brand management / S.A. Chunawalla. - 5th ed. 2013. - Mumbai. Himalaya publishing House; 2013. - 357 p . ; hardbound 15x26cm
1. Business is the business of brands
2. Brand names
3. Brand planning
4. Brands and consumer psychology
5. Brand's life script
6. Brand values
7. Managing brand system and brand roles
8. Commoditization of brands and keeping brands alive
9. Anti-brand thinking
10. Brand extensions
11. Brand influence and loyalty
12. Protecting a brand
13. Brand image
14. Brand identity
15. Brand personality
16. Brand positioning
17. Brand culture and brand rituals
18. Brand equity
19. Brand building
20. Service brands
21. Experiential brands
22. Types of brands
23. Product and brand failures
24. Marketing organisation
25. Reality environment of brands
26. Case studies.
Brands are valuable assets for any organisation. Brand building is the most challenging task. Brands must generate trust in the minds of the users. There is a connect between the brands and customers. All these dimensions of brands have been covered in this book. The latest and the best in brand research have also been incorporated. It has a racy and breezy style of narration that takes a reader from the simple to the difficult concepts with ease.
978-93-5142-445-1
658.827 / CHU
Compendium of Brand management / S.A. Chunawalla. - 5th ed. 2013. - Mumbai. Himalaya publishing House; 2013. - 357 p . ; hardbound 15x26cm
1. Business is the business of brands
2. Brand names
3. Brand planning
4. Brands and consumer psychology
5. Brand's life script
6. Brand values
7. Managing brand system and brand roles
8. Commoditization of brands and keeping brands alive
9. Anti-brand thinking
10. Brand extensions
11. Brand influence and loyalty
12. Protecting a brand
13. Brand image
14. Brand identity
15. Brand personality
16. Brand positioning
17. Brand culture and brand rituals
18. Brand equity
19. Brand building
20. Service brands
21. Experiential brands
22. Types of brands
23. Product and brand failures
24. Marketing organisation
25. Reality environment of brands
26. Case studies.
Brands are valuable assets for any organisation. Brand building is the most challenging task. Brands must generate trust in the minds of the users. There is a connect between the brands and customers. All these dimensions of brands have been covered in this book. The latest and the best in brand research have also been incorporated. It has a racy and breezy style of narration that takes a reader from the simple to the difficult concepts with ease.
978-93-5142-445-1
658.827 / CHU