Brands and branding: strategy to build and nurture brands

By:

Aggarwal, Ashita

Contributor(s):

Commuri, Suraj

Material type: Text

TextPublication details: Routledge Oxan 2024Description: xv, 296 pISBN:

9781032780870

Subject(s):

DDC classification:

658.827 AGG

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. Branding requires vision to foresee, logic to understand the market, and the art of understanding consumers. This book is a guide for readers and professionals who are interested in all aspects of branding and brand building. It will also be useful for scholars and students of Marketing, Advertising and Brand Management, Business Studies, Business Communication, Media and Journalism and Public Relations, and for marketing professionals. It will help them understand fundamentals and practical application of brand management. (https://www.routledge.com/Brands-and-Branding-Strategy-to-Build-and-Nurture-Brands/Aggarwal-Commuri/p/book/9781032600437)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.827 AGG (Browse shelf(Opens below))	1	Available		006590

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.

Branding requires vision to foresee, logic to understand the market, and the art of understanding consumers. This book is a guide for readers and professionals who are interested in all aspects of branding and brand building. It will also be useful for scholars and students of Marketing, Advertising and Brand Management, Business Studies, Business Communication, Media and Journalism and Public Relations, and for marketing professionals. It will help them understand fundamentals and practical application of brand management.
(https://www.routledge.com/Brands-and-Branding-Strategy-to-Build-and-Nurture-Brands/Aggarwal-Commuri/p/book/9781032600437)

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