Brand management principles and practice

]]> By Dutta, Kirti.
New Delhi Oxford 2012 .
455p , Table of contents PART I OVERVIEW OF BRAND MANAGEMENT Chapter 1. Introduction to Branding Chapter 2. Creating a Brand Chapter 3. Understanding Organizational Culture for Successful Brand Management PART II UNDERSTANDING AND MEASURING BRAND EQUITY Chapter 4. Brand Equity Chapter 5. Researching for Brand Equity Chapter 6. Measuring Brand Equity PART III UNDERSTANDING CONSUMERS AND MARKETS Chapter 7. Consumer Behaviour and Brand Buying Decisions Chapter 8. Brand Positioning PART IV MANAGING BRANDS Chapter 9. Branding and the Marketing Programme Chapter 10. E-branding-Building the Brand Online Chapter 11. Branding and Marketing Communications PART V BUILDING RESILIENT BRANDS Chapter 12. Brand Strategies Chapter 13. Managing Brand Architecture Chapter 14. Brands Over Time Chapter 15. Brands in a Border less World 9780198069867

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Digital storytelling for brands /

]]> By Tombleson, Bridget,.
New Delhi Sage 2023 .
287p. , includes index 25 cm.
9781529745023

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Brand management principles and practice

Digital storytelling for brands /