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Compendium of Brand Management

Author: S A Chunawalla
Publisher: Mumbai : Global Media, 2008.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Chunawalla, S.A.
Compendium of Brand Management
Mumbai : Global Media,c2008
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: S A Chunawalla
ISBN: 9788178669986
OCLC Number: 939263200
Notes: Description based upon print version of record.
Index
Description: 1 online resource (327 p.)
Contents: Cover ; contents; what is a brand?; brand names ; brand planning ; brands and consumer psychology ; bank life script ; brand values ; managing brand system and brand roles ; commoditisation of brands and keeping brands alive ; anti-brand thinking ; brand extensions ; brand loyalty ; protecting a brand ; brand image ; brand identity ; brand personality ; brand positioning ; brand culture and brand rituals ; brand equity ; brand building ; service brands ; experiential brands ; types of brands ; product and brands failures ; marketing organisation ; reality environment of brands ; case studies

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