Strategic Brand Management: Building Measuring and Managing Brand Equity

By:

Keller Kevin Lane

Publication details: Pearson 2020 Tamil NaduEdition: 5thDescription: 642ISBN:

9789353946135

Subject(s):

Strategic Brand Management

DDC classification:

659 KEL

Summary: Comprehensive and up-do-date content, New chapter on digital perspective in brand management, Branding from the standpoint of the consumer—customer-based brand equity, New examples of brand timeline and transformation of innovative brands—new and established, Indian brand stories, New topics on branding avenues—Influencer marketing, Social Media crisis, Digital native brands, etc. The book entails examples of global brands—Amazon, Google, Apple, Mountain Dew and Harley Davidson—and also focuses on leading Indian brands and their strategies. Examples of brand stories like Amul, Dabur, HCL Laptops, Fastrack, Mahindra Scorpio, Old Monk, and Royal Enfield reveal the brand dynamics of these established names in the consumer world. In addition, cases of brand building strategies that added to the growth story of new brands—Yoga Bar, Bira, D Décor, Lenskart, and Paytm—provides new perspectives to ever-evolving brand strategies. Source: https://www.amazon.in/gp/product/9353946131/ref=ppx_yo_dt_b_asin_title_o06_s00?ie=UTF8&psc=1

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Book	Main Library Brand Management	Text book	659 KEL (Browse shelf(Opens below))	Checked out	03/12/2024	118874
Book	Main Library Brand Management	Text book	659 KEL (Browse shelf(Opens below))	Available		118875

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Comprehensive and up-do-date content, New chapter on digital perspective in brand management, Branding from the standpoint of the consumer—customer-based brand equity, New examples of brand timeline and transformation of innovative brands—new and established, Indian brand stories, New topics on branding avenues—Influencer marketing, Social Media crisis, Digital native brands, etc. The book entails examples of global brands—Amazon, Google, Apple, Mountain Dew and Harley Davidson—and also focuses on leading Indian brands and their strategies. Examples of brand stories like Amul, Dabur, HCL Laptops, Fastrack, Mahindra Scorpio, Old Monk, and Royal Enfield reveal the brand dynamics of these established names in the consumer world. In addition, cases of brand building strategies that added to the growth story of new brands—Yoga Bar, Bira, D Décor, Lenskart, and Paytm—provides new perspectives to ever-evolving brand strategies.

Source: https://www.amazon.in/gp/product/9353946131/ref=ppx_yo_dt_b_asin_title_o06_s00?ie=UTF8&psc=1

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