Brand management: text and cases

This is the 4th Edition of the book of Brand Management explaining about Competitive marketing is all about war, warriors and wealth. Marketers, in their bid to generate more wealth, have always struggled to discover new product/service `warriors` that would effectively decimate competition. However, the decimation of competition is not the end in itself. It is through the destruction of competition in the markets from where the springs of wealth would emanate. Brands are new business warriors. They destroy competition and strike where the source of wealth is. Brands drive corporate performance. When the role of other conventional assets gets marginalised in winning the `marketing war`, marketers look up to brands for making their bottom lines black. Thus, modern-day marketing is all about the creation and management of brands.

This book discusses the themes contained in the following questions: (a) what is the concept of brand, (b) what role does a brand play in a competitive environment, (c) what is the nature of forces operating between customer and brand, (d) what is brand equity, (e) how can a brand be leveraged, (f) what is product–brand relationship in a firm`s context, and (g) how a brand needs to be managed over time.

New to this edition: New chapters have been added: `Brand Identity`, `Brand Extensions – Internal Leverage` and `Brand Extensions – External Leverage’; Exhaustive and extensive coverage of the subject – many new areas of branding have been discussed; All the important themes and decision areas have been covered; Practical examples from the contemporary scene have been added; The section on case studies has been expanded to include more case studies; Class-interactive exercises have been provided in each chapter