STRATEGIC BRAND MANAGEMENT, 5TH EDITION

Comprehensive and up-do-date content, New chapter on digital perspective in brand management, Branding from the standpoint of the consumer customer-based brand equity, New examples of brand timeline and transformation of innovative brands new and established, Indian brand stories, New topics on branding avenues Influencer marketing, Social Media crisis, Digital native brands, etc. The book entails examples of global brands Amazon, Google, Apple, Mountain Dew and Harley Davidson and also focuses on leading Indian brands and their strategies. Examples of brand stories like Amul, Dabur, HCL Laptops, Fastrack, Mahindra Scorpio, Old Monk, and Royal Enfield reveal the brand dynamics of these established names in the consumer world. In addition, cases of brand building strategies that added to the growth story of new brands—Yoga Bar, Bira, D Décor, Lenskart, and Paytm provides new perspectives to ever-evolving brand strategies.