Brand Management
Keywords:
Strategic Brand Management Process, Brand Architecture, Importance of Brands, Branding and Brand Management, Marketing Advantages of strong Brands, Product vs. Brand, Brand Identify and Establishing Brand Personality, Brand Positioning and De Positioning, Brand Communication, Brand Knowledge: Awareness and Image, Planning and implementing Brand Marketing Program, Consumer Based Brand Equity, Global Brand Management, Measuring Brand Performance, Sponsoring, Co-Branding, Celebrities, Brand Experience, Retail Branding, Private Brands, Brand Portfolio, Case StudySynopsis
The study of brands and brand management has always piqued the interest of practitioners and academics alike. Gardner and Levy (1955), Levy (1959), Martineau (1959), and Allison and Uhl (1959) conducted early, seminal study on brands (1964). This book is about brands: why they are essential, what they represent to consumers, and what businesses should do to properly manage them. Many corporate executives today acknowledge that a company's brands, which it has invested in and cultivated over time, are one of its most important assets. Although brands can be extremely valuable intangible assets, building and maintaining a good brand can be difficult. The goal of this book is to provide a thorough and up-to-date coverage of the topics of brands, brand equity, and strategic brand management—the development and implementation of marketing programmes and activities to establish, measure, and manage brand equity. One of the book's main objectives is to educate managers with ideas and procedures for increasing the long-term profitability of their brand initiatives. We combine a solid theoretical foundation with adequate practical insights to aid managers in their day-to-day and long-term brand decisions. We incorporate current thinking and advancements on these themes from both academics and industry participants.
