Brand Management: Principles and Practices [With CDROM]

1. Auflage 2012
ISBN: 978-0-19-806986-7
Verlag: OXFORD UNIV PR

Buch, Englisch, 576 Seiten, CDROM, Format (B × H): 183 mm x 239 mm, Gewicht: 771 g

Has been written in an Indian context and provides rich learning from brand practices of Indian brands like Kingfisher, Maggi, Airtel, Aircel, Micromax, LIC
Discusses practices of global companies such as Lux, Singapore Airlines, Hello Kitty and includes boxed marketing insights from industry
Includes exclusive chapters on creating a brand, understanding organizational culture, consumer behaviour, e-branding, and managing brand architecture

In the CD:
Each chapter is linked with the CD and contains videos and PPTs that explain the key concepts and includes exercise(s) for enhancing decision making abilities
Includes insights about renowned brands by their brand managers through video case studies and presentations of iconic brands such as Aditya Birla Group, Amul, Yamaha, Vodafone, McDonalds, MNYL, and Adani Wilmar
Includes a video on making of popular Vodafone characters - Zoozoos

Brand Management: Principles and Practices is a comprehensive textbook designed for post graduate management programmes students specializing in marketing. It explores core concepts of branding and illustrates them through numerous examples, exhibits, figures, images, case studies, and videos.
Divided into five sections, first section gives an introduction to branding, creating a brand, and understanding how organizational culture helps in successful brand management. Second and third sections discuss brand equity, ways of researching and measuring it, and importance of understanding consumers and markets. Further, fourth section explains branding strategies, e-branding, and marketing communications. Last section explores brand architecture, brands over time, and boundary-less brands.
Students will find this book useful for ist illustrative coverage of the key concepts. The practical applications would also be very useful to practitioners.

Zielgruppe

Primary: MBA/PGDM courses (marketing specialization) and Secondary: Professionals.

Autoren/Hrsg.

Dutta, Kirti

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Introduction to branding
Creating a brand
Understanding organizational culture for successful brand management
Brand equity
Researching for brand equity
Measuring brand equity
Consumer behaviour and brand buying decisions
Brand positioning
Branding and the marketing program
E-branding - building the brand online
Branding and marketing communications
Brand strategies
Managing brand architecture
Brands over time
Brands in a borderless world

Über Autor(innen)

Kirti Dutta, Assistant Professor (Marketing), Bhartiya Vidya Bhavan's Usha & Lakshmi, Mittal Institute of Management, New Delhi.

Dr Kirti Dutta is Assistant Professor (Marketing) at Bhartiya Vidya Bhavan's Usha & Lakshmi Mittal Institute of Management, New Delhi. She has earlier worked at Institute for International Management and Technology, Gurgaon. She has over 11 years of industry experience and over 6 years of academic experience, and has obtained her PhD in branding. Dr Dutta is on the review panel of three international journals and has co-authored a textbook - Services: Marketing, Operations, and Management (OUP).