Brand management : Principles and Practices /

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Brand Management: Principles and Practices is a comprehensive textbook designed for post graduate management programmes students specializing in marketing. It explores core concepts of branding and illustrates them through numerous examples, exhibits, figures, images, case studies, and videos. Divid...

पूर्ण विवरण

ग्रंथसूची विवरण
मुख्य लेखक: Dutta, Kirti
स्वरूप: Printed Book
भाषा:English
प्रकाशित: New Delhi: OUP, 2012.
विषय:
Brand name products.
Branding (Marketing)
Product management.
विषय - सूची:
  • Machine generated contents note: pt. I OVERVIEW OF BRAND MANAGEMENT
  • 1.Introduction to Branding
  • About the Chapter
  • Significance of Branding
  • Historical Perspective of Branding
  • Brand Defined
  • Difference between a Product and a Brand
  • Rationale for Building a Brand
  • Organizational perspective
  • Customer perspective
  • Types of Brands
  • Branding Challenges
  • Overcoming the Challenges
  • Key Issues in Branding
  • Case Study: Cooking Up Maggi Noodles
  • 2.Creating a Brand
  • About the Chapter
  • Introduction
  • Strategic Planning for the Brand---Creating a Brand
  • Strategic Fit
  • Designing Brand Identity---Kapferer's Identity Prism
  • Measuring brand personality
  • Brand Image
  • Case Study: LUX---Symbolizing Beauty
  • 3.Understanding Organizational Culture for Successful Brand Management
  • About the Chapter
  • Introduction
  • Defining Organizational Culture
  • Organizational Culture and Brand Performance
  • Strategic Brand Wheel and Gaps
  • Contents note continued: Brand Mantras and Internal Branding for a Successful Brand
  • Planning
  • Execution
  • Evaluation
  • Feedback
  • Aligning Staff with the Brand
  • Case Study: Delivering Kingfisher First's Brand Promise
  • pt. II UNDERSTANDING AND MEASURING BRAND EQUITY
  • 4.Brand Equity
  • About the Chapter
  • Introduction---What Is Brand Equity?
  • Brand Equity Defined
  • Need for Building Brand Equity
  • Steps in Building a Brand---Brand Resonance Pyramid
  • Consumer-based brand equity
  • Brand equity in a business-to-business context
  • Sources of brand equity
  • Brand knowledge
  • Brand associations
  • Perceived quality
  • Brand loyalty
  • Company image
  • Brand community
  • Brand elements
  • Corporate societal marketing
  • Perceived advertising spending
  • Joint branding programmes
  • Distribution channels
  • Country-of-origin effect
  • People endorsements
  • Things
  • Case Study: Aircel---Building Brand Equity
  • 5.Researching for Brand Equity
  • Contents note continued: About the Chapter
  • Tracking a Brand
  • Need to track a brand
  • What to track?
  • Research Techniques
  • Secondary data search
  • Survey of knowledgeable people
  • Analysis of select cases
  • Conclusive Research through Quantitative Techniques
  • Descriptive studies
  • Experimentation
  • Some Quantitative Research Techniques Applied to Branding
  • Brand personality
  • Brand image
  • Brand response
  • Brand relationships
  • Case Study: Branding and Its Effect on Purchasing Process Stages
  • 6.Measuring Brand Equity
  • About the Chapter
  • Introduction---Need for Measuring Brand Equity
  • Measuring Brand Equity
  • Methods to Measure Brand Equity
  • Brand value
  • Brand strength
  • Case Study: Measuring Brand Equity for Successful Celling
  • Appendix 1 Questionnaire on Cell Phone Preferences of the Youth
  • pt. III UNDERSTANDING CONSUMERS AND MARKETS
  • 7.Consumer Behaviour and Brand Buying Decisions
  • About the Chapter
  • Contents note continued: Introduction---What Is Consumer Behaviour
  • Consumer Behaviour and the Role of Branding
  • The concept of perception
  • The Consumer Attitude---The Indian Consumer
  • Changing demographic trends and lifestyles
  • Brands and Consumer Decision-making
  • Input
  • Processes
  • Output
  • Various Factors Affecting Consumer Behaviour
  • Brand Loyalty and Brand Commitment
  • Case Study 1 Consumer Behaviour towards Cold Drinks Brands
  • Case Study 2 Housing Finance and Brand LIC
  • 8.Brand Positioning
  • About the Chapter
  • Introduction
  • Concept of Brand Positioning
  • Positioning defined
  • Brand values
  • Positioning statement
  • Crafting the Positioning Strategy
  • Segmentation
  • Targeting
  • Identification of brand benefits
  • Consumer behaviour and changing consumer trends
  • Competitor analysis
  • Situational analysis
  • Analysis of differentiation possibilities
  • Selecting the strategy
  • Guiding Principles for Positioning
  • Product
  • Contents note continued: Price-quality
  • Symbols
  • Competition
  • Personnel
  • Channel
  • Image
  • Customer care and service
  • Corporate identity
  • Positioning by brand endorsement
  • Positioning related to specific category of customers
  • Usage occasion and time
  • Using corporate social responsibility
  • Repositioning
  • Repositioning strategies
  • Case Study 1 Positioning Gone Wrong
  • Case Study 1 Airtel---Reinventing the Brand
  • pt. IV MANAGING BRANDS
  • 9.Branding and the Marketing Programme
  • About the Chapter
  • Branding and the Marketing Programme---An Introduction
  • Product Strategy
  • Introduction
  • What is a product?
  • Product strategy and branding
  • Pricing Strategy
  • Introduction
  • What is pricing?
  • Pricing strategy and branding
  • Distribution Strategy
  • Introduction
  • What is distribution?
  • Distribution strategy and branding
  • Case Study: Micromax---The Indian War Horse
  • 10.E-branding---Building the Brand Online
  • About the Chapter

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