| 000 | 05771cam a2200277 i 4500 | ||
|---|---|---|---|
| 999 |
_c14508 _d14508 |
||
| 003 | UWSL | ||
| 005 | 20190509122344.0 | ||
| 008 | 120821s2012 ii a b 000 0 eng | ||
| 020 | _a9780198069867 | ||
| 020 | _a0198069863 | ||
| 082 |
_a658.827 _bDUT _222 |
||
| 100 | 1 | _aDutta, Kirti. | |
| 245 | 1 | 0 |
_aBrand management : _bPrinciples and Practices |
| 260 |
_aNew Delhi _bOxford University Press _c2019 |
||
| 300 |
_axxiii, 455 pages : _billustrations ; _c24 cm + _e1 CD-ROM (4 3/4 in.) |
||
| 500 | _aEach 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 | _aMachine 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 | _aContents 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 | _aContents 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 | _aContents 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 | _aContents 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 | _aBrand name products. | |
| 650 | 0 | _aBranding (Marketing) | |
| 650 | 0 | _aProduct management. | |
| 942 |
_2ddc _cBK |
||