Jaywant Singh, Paurav Shukla

Brand Management

Principles and Applications for Effective Branding

• Gebundenes Buch

Produktbeschreibung

Learn how to build, develop and manage brands with this applied textbook which also explores the latest developments in digital branding, brand crisis and brands' responsibility.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 344
• Erscheinungstermin: 28. Mai 2024
• Englisch
• Abmessung: 244mm x 170mm x 21mm
• Gewicht: 748g
• ISBN-13: 9781398611603
• ISBN-10: 1398611603
• Artikelnr.: 66758815

Autorenporträt

Jaywant Singh is Professor of Marketing and Head of Digital and Data Driven Marketing Department at Southampton Business School, University of Southampton, UK. His research is in the areas of branding and consumer behaviour. Paurav Shukla is Professor of Marketing and Head of Research at Southampton Business School, University of Southampton, UK. His research interests include luxury branding and marketing, cross-cultural consumer behaviour, and international marketing.

Inhaltsangabe

Chapter
01: Brand
the concept and meanings; Chapter
02: The evolution of branding; Chapter
03: Research streams in branding; Chapter
04: Brand features; Chapter
05: Brand loyalty and brand equity; Chapter
06: Brand positioning; Chapter
07: Brand communication; Chapter
08: Consumer
brand relationships; Chapter
09: Brand extension; Chapter
10: Brand alliance or co
branding; Chapter
11: Brand portfolio management; Chapter
12: Managing negative events for brands; Chapter
13: Luxury branding; Chapter
14: Sensory branding and neuromarketing; Chapter
15: Branding on social media and digital brand analytics; Chapter
16: Global and cross
cultural branding;