TY  - GEN
AU  - Keller Kevin Lane 
TI  - Strategic Brand Management: Building Measuring and Managing Brand Equity 
SN  - 9789353946135
U1  - 659  
PY  - 2020///
CY  - Tamil Nadu
PB  - Pearson 
KW  - Strategic Brand Management
N2  - 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
ER  -