Brand Management Principles and Applications for Effective Branding.
Learn how to build, develop and manage brands with this applied textbook which also explores the latest developments in digital branding, brand crisis and brands' responsibility.
Saved in:
| Online Access: |
Full Text (via Skillsoft) |
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| Main Author: | |
| Other Authors: | |
| Format: | eBook |
| Language: | English |
| Published: |
London :
Kogan Page, Limited,
2024.
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| Subjects: |
MARC
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| 100 | 1 | |a Singh, Jaywant. | |
| 245 | 1 | 0 | |a Brand Management |b Principles and Applications for Effective Branding. |
| 260 | |a London : |b Kogan Page, Limited, |c 2024. | ||
| 300 | |a 1 online resource (345 p.) | ||
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| 500 | |a Description based upon print version of record. | ||
| 505 | 0 | |a Cover -- Contents -- List of figures and tables -- Walkthrough of textbook features and online resources -- PART ONE Introduction -- the foundations of brand management -- 01 Brand -- the concept and meanings -- Overview -- Key learning outcomes -- How does a product become a brand? -- Brand definitions and meanings -- What can be branded? -- The importance of brands for companies -- Chapter summary -- Key concepts -- Exercise questions -- Endnotes -- 02 The evolution of branding -- Overview -- Key learning outcomes -- The evolution of the word 'brand' -- The genesis of branding across ages | |
| 505 | 8 | |a Branding in the modern world -- The future for brands -- Chapter summary -- Key concepts -- Exercise questions -- Endnotes -- 03 Research streams in branding -- Overview -- Key learning outcomes -- How do consumers buy brands? -- Why do consumers buy brands? -- Chapter summary -- Key concepts -- Exercise questions -- Endnotes -- PART TWO Building brands -- principles and applications -- 04 Brand features -- Overview -- Key learning outcomes -- What are the essential values for brand features? -- Brand features/assets -- Creating brand appeals through a consistent brand feature strategy (CBFS) | |
| 505 | 8 | |a Chapter summary -- Key concepts -- Exercise questions -- Endnotes -- 05 Brand loyalty and brand equity -- Overview -- Key learning outcomes -- Relevance and definitions of brand loyalty -- Scholarly beginnings -- Different approaches to brand loyalty -- Synthesizing the brand loyalty debate -- What is brand equity? -- Chapter summary -- Key concepts -- Exercise questions -- Endnotes -- 06 Brand positioning -- Overview -- Key learning outcomes -- What is the positioning of a brand? -- Brand association, image and brand symbolism -- Points of convergence and divergence -- Perceptual map | |
| 505 | 8 | |a Segmentation bases and brand positioning -- Chapter summary -- Key concepts -- Exercise questions -- Endnotes -- 07 Brand communication -- Overview -- Key learning outcomes -- Brand as the key communication tool -- Theories in brand communication -- Brands as communication signals -- The interactive relationship between brand communication and individual identities -- Brand communication and compensatory consumption in the digital age -- Brand as tools for individual impression management -- Chapter summary -- Key concepts -- Exercise questions -- Endnotes -- 08 Consumer-brand relationships | |
| 505 | 8 | |a Overview -- Key learning outcomes -- Origins and concepts of consumer-brand relationships -- Self-brand connection -- Brand trust and brand commitment -- Brand attachment -- Brand love -- Brand engagement and customer experience -- Brand engagement via digital and social media -- Chapter summary -- Key concepts -- Exercise questions -- Endnotes -- 09 Brand extension -- Overview -- Key learning outcomes -- What is brand extension and its role in brand management? -- Types of brand extensions -- category and line extensions -- Drivers of brand extension | |
| 500 | |a Advantages and disadvantages of brand extension | ||
| 520 | |a Learn how to build, develop and manage brands with this applied textbook which also explores the latest developments in digital branding, brand crisis and brands' responsibility. | ||
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Brand name products. | |
| 650 | 7 | |a Brand name products |2 fast | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 700 | 1 | |a Shukla, Paurav. | |
| 776 | 0 | 8 | |i Print version: |a Singh, Jaywant |t Brand Management |d London : Kogan Page, Limited,c2024 |z 9781398611580 |
| 856 | 4 | 0 | |u https://ucblibraries.skillport.com/skillportfe/main.action?assetid=167024 |z Full Text (via Skillsoft) |
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| 952 | f | f | |p Can circulate |a University of Colorado Boulder |b Online |c Online |d Online |e HF5415.1255 .S5 2024 |h Library of Congress classification |i web |