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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.