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THE WORLD OF BRANDS AND BRANDING
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THE WORLD OF BRANDS AND BRANDING
Author
Rajat Pathak and Anil Vashisht
Specifications
ISBN 13 : 9789391734206
year : 2021
language : English
binding : Hardbound
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Description
Contents: Preface. Acknowledgement. Foreword. 1. Strategic Brand Management Process. 2. Brand Architecture. 3. Brand Identity. 4. Brand Personality. 5. Brand Positioning and Re-Positioning. 6. Brand Communication. 7. Brand Knowledge – Awareness and Image. 8. Customer Based Brand Equity (CBBE). 9. Managing Brands over Time.
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