Brands and Branding: strategy to build and nurture brands

By:

Aggarwal, Ashita

Contributor(s):

Commuri, Suraj [Co- author]

Material type: Text

TextPublication details: London Routledge 2024Description: xv, 296p. Includes indexISBN:

9781032780870

Subject(s):

Other classification:

X:511-8 R4

Summary: 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.

Item type:

Textbook

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Holdings
Item type	Current library	Home library	Call number	Status	Barcode
Textbook	Ratan Tata Library	Ratan Tata Library	X:511-8 R4 (Browse shelf(Opens below))	Available	RT1585186

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Previous	"X:511-8 Q9" Strategic brand management	X:511-8 R1 Brand management: A strategic approach	X:511-8 R1 Brand management: A strategic approach	X:511-8 R4 Brands and Branding: strategy to build and nurture brands	X:511-8 R4 Brands and branding: Strategy to build and nurture brands	X:51:1:(S:44) R3 Anti-Consumption: Exploring the opposition to consumer culture	"X512.2 Q1" Rural retailing in India	Next

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.

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