000			01604nam a22001697a 4500
999			_c4425 _d4425
008			180322b xxu||||| |||| 00| 0 eng d
020			_a978-93-5142-445-1
082			_223 _a658.827 _bCHU
100			_aChunawalla S.A
245			_aCompendium of Brand management / _cS.A. Chunawalla.
250			_a5th ed. _b2013.
260			_aMumbai. _bHimalaya publishing House; _c2013.
300			_a357 p . ; _bhardbound _c15x26cm
505			_a1. Business is the business of brands 2. Brand names 3. Brand planning 4. Brands and consumer psychology 5. Brand's life script 6. Brand values 7. Managing brand system and brand roles 8. Commoditization of brands and keeping brands alive 9. Anti-brand thinking 10. Brand extensions 11. Brand influence and loyalty 12. Protecting a brand 13. Brand image 14. Brand identity 15. Brand personality 16. Brand positioning 17. Brand culture and brand rituals 18. Brand equity 19. Brand building 20. Service brands 21. Experiential brands 22. Types of brands 23. Product and brand failures 24. Marketing organisation 25. Reality environment of brands 26. Case studies.
520			_aBrands are valuable assets for any organisation. Brand building is the most challenging task. Brands must generate trust in the minds of the users. There is a connect between the brands and customers. All these dimensions of brands have been covered in this book. The latest and the best in brand research have also been incorporated. It has a racy and breezy style of narration that takes a reader from the simple to the difficult concepts with ease.
942			_2ddc _cBK