Brand Equity: An Indian Perspective

By Sangeeta Trott, Vinod V. Sople more
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Product Specifications

Publisher PHI Learning All Management And Leadership books by PHI Learning
ISBN 9788120351769
Author: Sangeeta Trott, Vinod V. Sople
Number of Pages 242
Available in all digital devices
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Brand Equity: An Indian Perspective by Sangeeta Trott, Vinod V. Sople
Book Summary:
The value of a brand is acknowledged only when a consumer is happy and satisfied using it. Hence, recognition and praise enhance the brand value or brand equity of a product, and makes a product ‘a brand’. Therefore, brand equity becomes a precedence for any product to become a brand. This book delves onto the concepts and theories of Brand Equity, and how it forms an integral part of any product becoming a success.

The book skillfully explains fundamental concepts of brand equity, and its importance in product/services marketing, in the Indian context. Divided into four parts, Part 1 of the book begins by explaining the meaning of branding and brand equity. Part 2 then focuses on various components of brand equity. Part 3 educates the readers/students on how to measure brand equity of a product or a brand. Part 4 concludes by elaborating on ways and means to enhance brand equity of any product.

Audience of the Book :
This book Useful for Management students.
Table of Contents :

Part 1: Introducing Brand Equity

1. Brand Equity Basics

Part 2: Various Components of Brand Equity

2. Brand Awareness

3. Brand Loyalty

4. Brand Association

5. Brand Image

6. Perceived Quality

7. Other Proprietary Assets

Part 3: Measuring Brand Equity

8. Measurement of Brand Equity

9. Brand Audit

10. Green Brand Equity

11. Enhancing Brand Equity with Green Supply Chain Initiatives

Part 4: Enhancing Brand Equity

12. Enhancing Brand Equity through CSR Activities

Case Study 1 Surf—Riding on Strong Brand Equity

Case Study 2 Kan Khajura Tesan Campaign

Case Study 3 Big Bazaar Customer Loyalty Program

Case Study 4 Vodafone Zoo Zoos—Spreading Awareness

Case Study 5 Tata Motors—Towards Quality Excellence

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