Goa University

Brand management :principles and practices (with CD)

Dutta, Kirti.

Brand management :principles and practices (with CD) Kirti Dutta. - New Delhi : Oxford University Press, 2012 - xxiii, 455 p. : ill. ; 24 cm 1 CD-ROM

Each chapter is linked with the CD and contains videos and presentations that explain the key concepts and includes exercises(s) for enhancing decision-making abilities. -- Back cover.

Includes bibliographic references and index.

Machine generated contents note: pt. I OVERVIEW OF BRAND MANAGEMENT -- 1.Introduction to Branding -- About the Chapter -- Significance of Branding -- Historical Perspective of Branding -- Brand Defined -- Difference between a Product and a Brand -- Rationale for Building a Brand -- Organizational perspective -- Customer perspective -- Types of Brands -- Branding Challenges -- Overcoming the Challenges -- Key Issues in Branding -- Case Study: Cooking Up Maggi Noodles -- 2.Creating a Brand -- About the Chapter -- Introduction -- Strategic Planning for the Brand---Creating a Brand -- Strategic Fit -- Designing Brand Identity---Kapferer's Identity Prism -- Measuring brand personality -- Brand Image -- Case Study: LUX---Symbolizing Beauty -- 3.Understanding Organizational Culture for Successful Brand Management -- About the Chapter -- Introduction -- Defining Organizational Culture -- Organizational Culture and Brand Performance -- Strategic Brand Wheel and Gaps -- Contents note continued: Brand Mantras and Internal Branding for a Successful Brand -- Planning -- Execution -- Evaluation -- Feedback -- Aligning Staff with the Brand -- Case Study: Delivering Kingfisher First's Brand Promise -- pt. II UNDERSTANDING AND MEASURING BRAND EQUITY -- 4.Brand Equity -- About the Chapter -- Introduction---What Is Brand Equity? -- Brand Equity Defined -- Need for Building Brand Equity -- Steps in Building a Brand---Brand Resonance Pyramid -- Consumer-based brand equity -- Brand equity in a business-to-business context -- Sources of brand equity -- Brand knowledge -- Brand associations -- Perceived quality -- Brand loyalty -- Company image -- Brand community -- Brand elements -- Corporate societal marketing -- Perceived advertising spending -- Joint branding programmes -- Distribution channels -- Country-of-origin effect -- People endorsements -- Things -- Case Study: Aircel---Building Brand Equity -- 5.Researching for Brand Equity -- Contents note continued: About the Chapter -- Tracking a Brand -- Need to track a brand -- What to track? -- Research Techniques -- Secondary data search -- Survey of knowledgeable people -- Analysis of select cases -- Conclusive Research through Quantitative Techniques -- Descriptive studies -- Experimentation -- Some Quantitative Research Techniques Applied to Branding -- Brand personality -- Brand image -- Brand response -- Brand relationships -- Case Study: Branding and Its Effect on Purchasing Process Stages -- 6.Measuring Brand Equity -- About the Chapter -- Introduction---Need for Measuring Brand Equity -- Measuring Brand Equity -- Methods to Measure Brand Equity -- Brand value -- Brand strength -- Case Study: Measuring Brand Equity for Successful Celling -- Appendix 1 Questionnaire on Cell Phone Preferences of the Youth -- pt. III UNDERSTANDING CONSUMERS AND MARKETS -- 7.Consumer Behaviour and Brand Buying Decisions -- About the Chapter -- Contents note continued: Introduction---What Is Consumer Behaviour -- Consumer Behaviour and the Role of Branding -- The concept of perception -- The Consumer Attitude---The Indian Consumer -- Changing demographic trends and lifestyles -- Brands and Consumer Decision-making -- Input -- Processes -- Output -- Various Factors Affecting Consumer Behaviour -- Brand Loyalty and Brand Commitment -- Case Study 1 Consumer Behaviour towards Cold Drinks Brands -- Case Study 2 Housing Finance and Brand LIC -- 8.Brand Positioning -- About the Chapter -- Introduction -- Concept of Brand Positioning -- Positioning defined -- Brand values -- Positioning statement -- Crafting the Positioning Strategy -- Segmentation -- Targeting -- Identification of brand benefits -- Consumer behaviour and changing consumer trends -- Competitor analysis -- Situational analysis -- Analysis of differentiation possibilities -- Selecting the strategy -- Guiding Principles for Positioning -- Product -- Contents note continued: Price-quality -- Symbols -- Competition -- Personnel -- Channel -- Image -- Customer care and service -- Corporate identity -- Positioning by brand endorsement -- Positioning related to specific category of customers -- Usage occasion and time -- Using corporate social responsibility -- Repositioning -- Repositioning strategies -- Case Study 1 Positioning Gone Wrong -- Case Study 1 Airtel---Reinventing the Brand -- pt. IV MANAGING BRANDS -- 9.Branding and the Marketing Programme -- About the Chapter -- Branding and the Marketing Programme---An Introduction -- Product Strategy -- Introduction -- What is a product? -- Product strategy and branding -- Pricing Strategy -- Introduction -- What is pricing? -- Pricing strategy and branding -- Distribution Strategy -- Introduction -- What is distribution? -- Distribution strategy and branding -- Case Study: Micromax---The Indian War Horse -- 10.E-branding---Building the Brand Online -- About the Chapter -- Contents note continued: Introduction -- What Is E-business Strategy? -- Marketing and the Internet -- E-business Strategy and Branding -- Case Study: Marketing IPL Online -- 11.Branding and Marketing Communications -- About the Chapter -- Need for Marketing Communication in Branding -- Marketing Communication and Promotion and the Influence on Consumers -- Communication Options -- Personal selling -- Sales promotions -- Events and campaign marketing -- Direct marketing -- Publicity and public relations -- Word of mouth -- Internet marketing -- Integrating Brand Communications -- Case Study: Advertising Medias -- pt. V BUILDING RESILIENT BRANDS -- 12.Brand Strategies -- About the Chapter -- Need for Designing Branding Strategies -- Defining Branding Strategy -- Strategies for Choosing a Brand Name -- Corporate brand name combined with individual name -- Individual names -- Blanket family names -- Separate family names -- Branding Strategies and Opportunities for Growth -- Contents note continued: Line extension -- Why line extension? -- Category extension -- Brand stretching -- Types of products that can be extended -- Brand Extension Decision---An Analysis -- Strategic advantages for the parent brand -- Strategic advantages for the sub-brand -- Potential pitfalls of brand extension -- Critical Factors for Brand Extension Success -- Launching a Brand Extension -- Case Study: Brand Extensions at ITC -- 13.Managing Brand Architecture -- About the Chapter -- Brand Architecture and Relationship between Brands -- Roles played by the brands -- Product-market context roles -- Brand Relationship Spectrum -- Choosing the Right Position -- Rationalizing the Brand Portfolio -- Case Study: Brand Architecture of Emami Group -- 14.Brands Over Time -- About the Chapter -- Introduction -- Managing Brands Over Time -- Brand Challenges -- Brand Growth Challenges---Reinforcing Brands -- Sustaining a Brand Long Term---Brand Revitalization -- Contents note continued: Brand Turnaround---Other Rejuvenating Strategies -- Case Study 1 LIC---Staying Ahead in the Game -- Case Study 2 Pond's---A New Lease of Life -- 15.Brands in a Borderless World -- About the Chapter -- Managing Brands across Boundaries -- Challenges in Going International -- Issues in Going International---Local or Global? -- Branding Strategies -- Critical Factors for Success -- Ethical Brand Positioning -- Case Study: Keepers of the Flame---Taking `Aditya Birla' to the World.

Brand Management: Principles and Practices is a comprehensive textbook designed for post graduate management programmes students specializing in marketing. It explores core concepts of branding and illustrates them through numerous examples, exhibits, figures, images, case studies, and videos. Divided into five sections, first section gives an introduction to branding, creating a brand, and understanding how organizational culture helps in successful brand management. Second and third sections discuss brand equity, ways of researching and measuring it, and importance of understanding consumers and markets. Further, fourth section explains branding strategies, e-branding, and marketing communications. Last section explores brand architecture, brands over time, and boundary-less brands. Students will find this book useful for its illustrative coverage of the key concepts. The practical applications would also be very useful to practitioners.

9780198069867 (pbk) 0198069863


Brand name products.
Branding (Marketing)
Product management.

658.827 DUT/Bra

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