Overview of Product and Brand Management Book

Product and Brand Management is a comprehensive textbook designed to meet the needs of MBA students specializing in marketing. It offers in-depth coverage of various elements, valuation techniques and emerging applications for managing a product as well as a brand.Features Contains many examples and exhibits of brands such as Hero Motors, Vodafone, Alibaba, SnapDeal and LG to support the detailed explanation of various models and elements of brand management Provides in-depth discussion on co-branding, private labels and digital branding Discusses valuation of brands from the perspective of the cost of the brand, market price and brand performance audit Provides numerous application questions and project assignments to enhance and hone the marketing skills of the readersTable of Contents:Part 1: Product Management1. Introduction to Product Management 2. Management of New Product Development Process 3. Managing Product Life cycle Part 2: Brands and Branding4. Introduction to Brand Management 5. Brand Management Process 6. Brand Choice Decisions and Models Part 3: Elements of Branding7. Brand Identity 8. Brand Communication 9. Brand Positioning 10. Brand Image and Personality Part 4: Valuation of Brands11. Brand Valuation 12. Brand Tracking and Monitoring Part 5: Managing Brand Over Time13. Building Brands in Indian Market 14. Launching a New Brand 15. Revitalizing Brands Part 6: Branding Stratagies16. Brand Extension Strategies 17. Brand Portfolio Management 18. Managing Brands Across Geographical Borders Part 7: Emerging Brand Applications19. Managing Brand Experience 20. Digital Branding21. Employment Branding 22. Co-branding

• Book Type :

Business&Finance

• Book Binding :

Paperback

• Language :

English

• Number of Pages :

888 pages

• ISBN - 10 :

0199460493

• Product and Brand Management Published On :

Jan 2016

• Resource:

Students and Professionals:Textbooks, Business&Finance

Disclaimer:

• Product and Brand Management Book is not for reading online or for free download in PDF or eBook format.
• Table of Contents,Index,Syllabus,summary and image of Product and Brand Management book may be of a different edition or of the same title.
• Price can change due to reprinting, price change by publisher or sourcing cost change for imported books.