Brand management : (Record no. 14508)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 05771cam a2200277 i 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | UWSL |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190509122344.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 120821s2012 ii a b 000 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780198069867 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0198069863 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Class No. | 658.827 |
| Item number | DUT |
| DDC Edition No. | 22 |
| 100 1# - FIRST AUTHOR (IF A PERSON) | |
| Name of author | Dutta, Kirti. |
| 245 10 - TITLE STATEMENT | |
| Title | Brand management : |
| Sub-title | Principles and Practices |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication | New Delhi |
| Name of publisher | Oxford University Press |
| Date of publication | 2019 |
| 300 ## - PHYSICAL DESCRIPTION | |
| No. of pages | xxiii, 455 pages : |
| Other physical details | illustrations ; |
| Dimensions | 24 cm + |
| Accompanying material | 1 CD-ROM (4 3/4 in.) |
| 500 ## - GENERAL NOTE | |
| General note | Each chapter is linked with the CD and contains videos and presentations that explain the key concepts and includes exercises(s) for enhancing decision-making abilities. -- Back cover. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Machine generated contents note: pt. I OVERVIEW OF BRAND MANAGEMENT -- 1.Introduction to Branding -- About the Chapter -- Significance of Branding -- Historical Perspective of Branding -- Brand Defined -- Difference between a Product and a Brand -- Rationale for Building a Brand -- Organizational perspective -- Customer perspective -- Types of Brands -- Branding Challenges -- Overcoming the Challenges -- Key Issues in Branding -- Case Study: Cooking Up Maggi Noodles -- 2.Creating a Brand -- About the Chapter -- Introduction -- Strategic Planning for the Brand---Creating a Brand -- Strategic Fit -- Designing Brand Identity---Kapferer's Identity Prism -- Measuring brand personality -- Brand Image -- Case Study: LUX---Symbolizing Beauty -- 3.Understanding Organizational Culture for Successful Brand Management -- About the Chapter -- Introduction -- Defining Organizational Culture -- Organizational Culture and Brand Performance -- Strategic Brand Wheel and Gaps -- |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Contents note continued: Brand Mantras and Internal Branding for a Successful Brand -- Planning -- Execution -- Evaluation -- Feedback -- Aligning Staff with the Brand -- Case Study: Delivering Kingfisher First's Brand Promise -- pt. II UNDERSTANDING AND MEASURING BRAND EQUITY -- 4.Brand Equity -- About the Chapter -- Introduction---What Is Brand Equity? -- Brand Equity Defined -- Need for Building Brand Equity -- Steps in Building a Brand---Brand Resonance Pyramid -- Consumer-based brand equity -- Brand equity in a business-to-business context -- Sources of brand equity -- Brand knowledge -- Brand associations -- Perceived quality -- Brand loyalty -- Company image -- Brand community -- Brand elements -- Corporate societal marketing -- Perceived advertising spending -- Joint branding programmes -- Distribution channels -- Country-of-origin effect -- People endorsements -- Things -- Case Study: Aircel---Building Brand Equity -- 5.Researching for Brand Equity -- |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Contents note continued: About the Chapter -- Tracking a Brand -- Need to track a brand -- What to track? -- Research Techniques -- Secondary data search -- Survey of knowledgeable people -- Analysis of select cases -- Conclusive Research through Quantitative Techniques -- Descriptive studies -- Experimentation -- Some Quantitative Research Techniques Applied to Branding -- Brand personality -- Brand image -- Brand response -- Brand relationships -- Case Study: Branding and Its Effect on Purchasing Process Stages -- 6.Measuring Brand Equity -- About the Chapter -- Introduction---Need for Measuring Brand Equity -- Measuring Brand Equity -- Methods to Measure Brand Equity -- Brand value -- Brand strength -- Case Study: Measuring Brand Equity for Successful Celling -- Appendix 1 Questionnaire on Cell Phone Preferences of the Youth -- pt. III UNDERSTANDING CONSUMERS AND MARKETS -- 7.Consumer Behaviour and Brand Buying Decisions -- About the Chapter -- |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Contents note continued: Introduction---What Is Consumer Behaviour -- Consumer Behaviour and the Role of Branding -- The concept of perception -- The Consumer Attitude---The Indian Consumer -- Changing demographic trends and lifestyles -- Brands and Consumer Decision-making -- Input -- Processes -- Output -- Various Factors Affecting Consumer Behaviour -- Brand Loyalty and Brand Commitment -- Case Study 1 Consumer Behaviour towards Cold Drinks Brands -- Case Study 2 Housing Finance and Brand LIC -- 8.Brand Positioning -- About the Chapter -- Introduction -- Concept of Brand Positioning -- Positioning defined -- Brand values -- Positioning statement -- Crafting the Positioning Strategy -- Segmentation -- Targeting -- Identification of brand benefits -- Consumer behaviour and changing consumer trends -- Competitor analysis -- Situational analysis -- Analysis of differentiation possibilities -- Selecting the strategy -- Guiding Principles for Positioning -- Product -- |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Contents note continued: Price-quality -- Symbols -- Competition -- Personnel -- Channel -- Image -- Customer care and service -- Corporate identity -- Positioning by brand endorsement -- Positioning related to specific category of customers -- Usage occasion and time -- Using corporate social responsibility -- Repositioning -- Repositioning strategies -- Case Study 1 Positioning Gone Wrong -- Case Study 1 Airtel---Reinventing the Brand -- pt. IV MANAGING BRANDS -- 9.Branding and the Marketing Programme -- About the Chapter -- Branding and the Marketing Programme---An Introduction -- Product Strategy -- Introduction -- What is a product? -- Product strategy and branding -- Pricing Strategy -- Introduction -- What is pricing? -- Pricing strategy and branding -- Distribution Strategy -- Introduction -- What is distribution? -- Distribution strategy and branding -- Case Study: Micromax---The Indian War Horse -- 10.E-branding---Building the Brand Online -- About the Chapter -- |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Subject heading | Brand name products. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Subject heading | Branding (Marketing) |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Subject heading | Product management. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan (e.g. reference copy) | Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Purchase price (after disc. etc) | Total Checkouts | Full call number | Accession No | Date last seen | Price effective from | Koha item type | Public note | Total Renewals | Date last checked out |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Unitedworld School of Law | Unitedworld Institute of Design | General Stacks | 09/05/2019 | Nilesh book center | 620.00 | 1 | 658.827 DUT | L04819 | 14/08/2024 | 09/05/2019 | Books | 25/07/2024 | |||||||
| Dewey Decimal Classification | Not For Loan | CR | Unitedworld School of Law | Unitedworld School of Law | UWSL Course Reserves | 09/05/2019 | Nilesh book center | 620.00 | 658.827 DUT | L04822 | 09/05/2019 | 09/05/2019 | Books | Course Reserve | ||||||
| Dewey Decimal Classification | Unitedworld School of Law | Unitedworld School of Law | General Stacks | 09/05/2019 | Nilesh book center | 620.00 | 1 | 658.827 DUT | L04818 | 08/08/2023 | 09/05/2019 | Books | 1 | 21/07/2023 | ||||||
| Dewey Decimal Classification | Unitedworld School of Law | Unitedworld School of Law | General Stacks | 09/05/2019 | Nilesh book center | 620.00 | 2 | 658.827 DUT | L04820 | 07/08/2023 | 09/05/2019 | Books | 27/07/2023 | |||||||
| Dewey Decimal Classification | Unitedworld School of Law | Unitedworld School of Law | General Stacks | 09/05/2019 | Nilesh book center | 620.00 | 658.827 DUT | L04821 | 09/05/2019 | 09/05/2019 | Books |