Brand Management

"Brand Management" is one of the most valuable assets that company possesses in the brand that it has created in the competitive business environment. This book focuses on the comprehensive and up-to-date information on the entire branding concept from product planning to various brand management concepts. It enables students and brand managers to understand the techniques to build strong brands. It serves as a good read for MBA students on the fundamentals of brand management.
Table Of Contents :
1.    Product Planning and Management
2.    Branding Concepts
3.    Concepts, Importance and Characteristics of Brand Managment
4.    Branding Decision
5.    Issues Associated with Affective Brand Name
6.    Brand Positioning
7.    Successful Repositioning
8.    Brand Assoications
9.    Brand Identity
10.  Concept of Brand Image
11.  Brand Personality
12.  Brand Loyalty
13.  Brand Equity and Measurement
14.  Special Applications
Reivew Questions
Index
About Author :
Ranjeet Verma is an Assistant Professor and Head, Department of Management Studies at the N.C. College of Engineering, Israna, Panipat (Haryana). Mr. Verma possesses 7 years of academic experience.UBM-9353