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Entrepreneurship and brand management /
| Main Author: | |
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| Format: | Printed Book |
| Language: | English |
| Published: |
Jaipur :
Shree Niwas ,
2016.
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| Subjects: |
Table of Contents:
- Introduction Historical origin of branding Customer based brand equity brand building implications Brand positioning Legal consideration Product strategy Channel strategy Information processing model of communication Brand promotion Licensing a short cut of branding Brand value chain Establishing a brand equity management system Quantitative research techniques New product and brand extension Managing brand over time Managing brand over geographic boundaries Strategic brand management guild lines