About the Book :-
This book is the outcome of a decades research in brand management. It will provide a platform for learning product and brand management in Indian context. The main purpose of this book is that it will serve as a Fundamental Textbook of Brand Management for all management students at both UG and PG levels who wish to specialize in Marketing and or Brand Management. Core elements of brand management have been identified, namely like Brand Identity, Brand Image, Brand Personality, Brand Awareness, Brand Positioning & Brand Equity and so on. The application of these elements are being elaborated and explained with the help of various case studies of global as well as Indian Brands.
This book will fulfill long felt need of students as well as managers for a structured textbook on Brand Management. The authors hope that the readers would be benefited from the book and would find it useful in developing an understanding of Brand Management.
Contents :-
Preface
1. Introduction to Brands
2. Elements of Brand Management
3. Brand Identity
4. Brand Image: Customers Perception of Brand Identity
5. Brand Personality: Carrier of Brand Identity
6. Brand Communication
7. Brand Positioning
8. Brand Equity
9. Brand Extension
10. Ethical Brand Positioning: a new tool for Distinctive Positioning
11. Product Management
About the Authors :-
Dr. Mahim Sagar is faculty of Marketing & Strategy at Department of Management Studies Indian Institute of Technology, Delhi (IIT Delhi). Dr. Sagar has been associated with various institutes of repute like IIMAhmedabad,
National Institute of Fashion Technology (NIFT) and IIITM.
Dr. Deepali Singh is faculty at Indian Institute of Information Technology & Management Gwalior (IIITM-Gwalior) and has been very active in research in innovative areas of E- Marketing, E-CRM, Ethical Brand Positioning, Neuro-Marketing, Customer Perceived value, etc.
Prof. D. P. Agrawal is at present Chairman, Union Public Service Commission (UPSC). Prof Agrawal is an extensive researcher and visionary and has been associated with various institutions of repute like IIT-Delhi and IIITM-Gwalior. The concept of Brand Positioning (EBP) in a cross-cultural environment was developed under his guidance and mentorship.
Mr. Achintya Gupta belongs to Indian Institute of Technology, Delhi (IIT Delhi) and has varied managerial exposure to FMCG majors and marketing IT enabled services.
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