000			02759nam a22002535i 4500
001			23602594
005			20240625151748.0
008			240311s2024 nyu 000 0 eng
010			_a2024934065
020			_a9781398611580
040			_aDLC _beng _erda _cDLC
041			_aeng
050			_aHF5415.1255
100			_aSingh, Jaywant _eauthor _923737
245	1	0	_aBrand management _b: principles and applications for effective branding _c/ Jaywant Singh, Paurav Shukla.
260			_aLondon ; New York, NY : _bKogan Page, _c2024.
300			_a320 pages : _billustrations (black and white) ; _c24 cm.
504			_aIncludes bibliographical references and index.
505			_apt. 1. Introduction : the foundations of brand management — 1. Brand : the concept and meanings — 2. The evolution of branding — 3. Research streams in branding — pt. 2. Building brands : principles and applications — 4. Brand features — 5. Brand loyalty and brand equity — 6. Brand positioning — 7. Brand communication — 8. Consumer-brand relationships — 9. Brand extension — 10. Brand alliance or co-branding — 11. Brand portfolio management — pt. 3. Managing contemporary brands — 12. Managing negative events for brands — 13. Luxury branding — 14. Sensory branding and neuromarketing — 15. Branding on social media and digital brand analytics — 16. Global and cross-cultural branding.
520			_aHow are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook. Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture. Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines new and emerging topics including managing brand crisis, brands' responsibilities and digital brand analytics. It is supported by a range of features such as learning outcomes, 'in practice' boxes, key concepts and discussion questions and online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises. This is an indispensable textbook for undergraduate and postgraduate students of brand management.
650		0	_aBranding (Marketing) _xManagement _911418
700			_aShukla, Paurav _eauthor _923738
942			_2lcc
999			_c4228 _d4228