Brand Management

Brand Management by U C Mathur

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Book Summary:

Today, brand has been accepted globally as an undisputed and dynamic major asset by the corporate world. Therefore, building brands, their specific identities, and values have assumed strategic importance for companies to survive in the severe and chaotic market environment of the twenty-first century. The need to design brands through research and analysis, and to create a strong brand equity have forced companies to give due importance to brand management. For these reasons brand management has become an important subject to study at the Master of Business Management level. The case studies of several established Indian brands included in this book take the students through the virtual corporate world so as to experience the creation, plans and implementation of the process of increasing brand equity as also through the process of creating companies' brand asset. To make the learning process more interesting, the author has included a brand management game too!.

Audience of the Book :

This book Useful for Marketing,Management students.

salient features:

1. It presents the relationship between effective brand identity and creating, building and managing successful brands

2. It presents case studies from several successful Indian corporate

3. It presents a toolkit to the management students for an in-depth study of branding

4. It is comprehensive, easy to understand and is reader friendly

Table of Contents:

1.INTRODUCTION TO BRAND MANAGEMENT
2.BRANDS AND ADVERTISING
3.BRAND NAME PLANS
4.BUYING DECISION PROCESS
5.BRAND VALUE
6.BRAND AND STAKEHOLDERS
7.BRAND EQUITY AND BRAND EXTENSIONS
8.PRACTICAL EXERCISE IN BRAND DEVELOPMENT
9.BRAND STRENGTHS
10.BRAND ENHANCERS
11.MARKETING MIX FACTORS AND BRANDS