TY  - BOOK
AU  - Aggarwal, Ashita
AU  - Commuri, Suraj 
TI  - Brands and Branding: strategy to build and nurture brands
SN  - 9781032780870
PY  - 2024///
CY  - London
PB  - Routledge
KW  - Asian Studies
KW  - Business, Management and Marketing
KW  - Marketing Communications
N2  - 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
ER  -