THE WORLD OF BRANDS AND BRANDING
Author
Rajat Pathak and Anil Vashisht
Specifications
  • ISBN : 9789391734206
  • year : 2021
  • language : English
  • binding : Hardbound
$ 113.00
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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.