Compendium of Brand management / S.A. Chunawalla.

By:

Chunawalla S.A

Material type: Text

TextPublication details: Mumbai. Himalaya publishing House; 2013.Edition: 5th ed. 2013Description: 357 p . ; hardbound 15x26cmISBN:

978-93-5142-445-1

DDC classification:

23 658.827 CHU

Contents:

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.

Summary: 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Tetso College Library Commerce & Management	Non-fiction	658.827 CHU (Browse shelf(Opens below))	Available		7820

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Previous	658.816 DEO IIM- Why I am Paying More /	658.827 BED A new brand world /	658.827 CHU Compendium of Brand Management /	658.827 CHU Compendium of Brand management /	658.827 HAN Primal Branding: Create zealots for your brand, your company and your future/	658.827 KAP Strategic Brand Management /	658.827 LIG Six Rules for Brand Revitalization /	Next

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.

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