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Brand Management
Publisher:
Vijay Nicole
| Author:
M Prasanna Mohan Raj
| Language:
English
| Format:
Paperback
Publisher:
Vijay Nicole
Author:
M Prasanna Mohan Raj
Language:
English
Format:
Paperback
₹396
Save: 20%
In stock
Ships within:
1-4 Days
In stock
ISBN:
Page Extent:
286
This book Brand Management is designed for students specialising in marketing and as a reference for marketing professionals.
Salient Features
• Systematic introduction of Designing Brand Elements, Brand Identity, Brand Personality, Brand Image, and Brand Positioning.
• Comprehensive Coverage of Brand Loyalty, Brand Equity, Line Extension, Brand Extension and Competitive Strategies for Local and Global Brands.
• Includes chapters on Private Label Brands, Brand Portfolio and Architecture, Cult Branding and Co-branding and Trends in Branding.
• Provides case studies at the end of the chapter.
• Includes Review Questions at the end of the chapter.
Description
This book Brand Management is designed for students specialising in marketing and as a reference for marketing professionals.
Salient Features
• Systematic introduction of Designing Brand Elements, Brand Identity, Brand Personality, Brand Image, and Brand Positioning.
• Comprehensive Coverage of Brand Loyalty, Brand Equity, Line Extension, Brand Extension and Competitive Strategies for Local and Global Brands.
• Includes chapters on Private Label Brands, Brand Portfolio and Architecture, Cult Branding and Co-branding and Trends in Branding.
• Provides case studies at the end of the chapter.
• Includes Review Questions at the end of the chapter.
About Author
Dr. M. Prasanna Mohan Raj, Associate Professor of Marketing and Branding at Alliance School of Business, Alliance University, Bangalore, has professional experience of 20 years in both industry and academia. He worked in the area of Brand Development with The New Indian Express, and in Research & Analytics (developed White papers/case studies) at Hexaware Technologies. His main field of interest converge on Product and Branding Research and Marketing Models. He pursued his doctoral work from the prestigious National Institute of Technology (NIT), Trichy. He has published more than 25 research articles in scholarly research journals.
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