Brand Management

Contents: Preface. 1. Foundations of brand management. 2. Meaning of brands. 3. Corporate branding. 4. Classic branding. 5. Effective branding. 6. Brand strategy. 7. Catalysts for branding. 8. Language of branding. 9. Brand development. 10. Brand valuation. 11. Brand equity. 12. Brand sense. 13. Global branding. 14. Multiple channel branding. 15. Measuring brand personality. 16. Customer equity marketing. Bibliography. Index.

"This book on brand management takes an in-depth look into all that entails the functioning of this field. It takes a look all that comprise the principles and foundations of this form of management, charting its history, chronicling its foundations, and the current trends and practices which enclose it. It also embarks upon a comprehensive discussion of all that comprise of the issues which pose as problems for the field. Case studies have been included which serve to foster an understanding of the practical applications of this field.

Compendious and informative, it is hoped that the book serves well for all managers who may feel the need to get acquainted with brand management in all its aspects." (jacket)