Brands and Branding: strategy to build and nurture brands
Aggarwal, Ashita
Brands and Branding: strategy to build and nurture brands - London Routledge 2024 - xv, 296p. Includes index
This volume examines the importance of strategic brand imaging and brand management. It covers the fundamentals of launching, growing, leveraging, and managing brands in a global context, the strategic decisions related to brand building, and the integration of the 4Ps in implementing the brand strategy. The book presents a practical perspective on building brands through social media and using artificial intelligence technologies. Readers will get a clear introductory understanding about the role of consumer behavior, the research methods that every brand manager must be familiar with, brand architecture, portfolio, brand equity, and valuation.
9781032780870
Textual
Asian Studies
Business, Management and Marketing
Marketing Communications
Brands and Branding: strategy to build and nurture brands - London Routledge 2024 - xv, 296p. Includes index
This volume examines the importance of strategic brand imaging and brand management. It covers the fundamentals of launching, growing, leveraging, and managing brands in a global context, the strategic decisions related to brand building, and the integration of the 4Ps in implementing the brand strategy. The book presents a practical perspective on building brands through social media and using artificial intelligence technologies. Readers will get a clear introductory understanding about the role of consumer behavior, the research methods that every brand manager must be familiar with, brand architecture, portfolio, brand equity, and valuation.
9781032780870
Textual
Asian Studies
Business, Management and Marketing
Marketing Communications