Branding Demystified: Plans to Payoffs
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BeschreibungThe aspects of marketing surrounding a brand, like advertising, sales promotion and distribution, can mislead and confuse brand builders. Branding Simplified: Plans to Payoffs aims to dispel the cloud of these peripheral issues and clarify the foundations on which strong brands are built, with a distinct focus on the higher-order connect between the prospects and the brands.
With the help of India-based examples and illustrations, the book analyses why brands have become indispensable in our lives. It communicates the key concepts of branding and branding strategy with an optimum degree of lucidity.
The book focuses on the following important branding challenges:
" Brand meaning
" Brand vision
" Brand transformation
" Brand value in higher orbits
" Brand strategy
" Leveraging the brand
" Brand adjustments
The book will be immensely helpful to professionals in the fields of marketing, advertising, consulting, strategy, and so on, and to entrepreneurs. Teachers and students of business management, advertising and branding will find it an incisive and exhaustive text on brand-building and brand management.
What is Brand?
Brand Vision: Concepts and Creation
Pushing the Brand to Higher Orbits
Pressing Hot Buttons in Consumer Value Space
Internal and External Leveraging of Brand Assets
Decoding Branding Strategy
Shifting Brand Gears to Stay Connected
Power Branding: Unequal among Equals
PortraitHarsh V Verma is Associate Professor at the Faculty of Management Studies (FMS), University of Delhi, where he teaches courses like Marketing Management, Consumer Behaviour, Marketing of Services and Brand Management. He has taught Services Marketing elective at the Indian Institute of Management Lucknow for several years. He is actively involved in training executives of both Indian companies and MNCs in the marketing area. Some of the companies for which he has conducted training include Nestle, BSNL, Siemens, GAIL, State Bank of India, Indian Oil Corporation, Taj Hotels and TATA Motors. His article 'Packaging: A Magic Tool for the Marketer' was reprinted in the World's Executive Digest as one of the best management articles worldwide. He has published books like Brand Management and Marketing of Services: Strategies for Success. His book Marketing of Services: Strategies for Success was among the first few in the area of services marketing and it won the DMA Escorts Book of the Year Award in 1993.
Untertitel: Sprache: Englisch.
Verlag: SAGE PUBN
Erscheinungsdatum: März 2010
Seitenanzahl: 247 Seiten