Description
Table of contents
Biographical note
Excerpt
This book Brand Management is designed for students specialising in marketing and as a reference for marketing professionals.
Salient Features
• Systematic introduction of Designing Brand Elements, Brand Identity, Brand Personality, Brand Image, and Brand Positioning.
• Comprehensive Coverage of Brand Loyalty, Brand Equity, Line Extension, Brand Extension and Competitive Strategies for Local and Global Brands.
• Includes chapters on Private Label Brands, Brand Portfolio and Architecture, Cult Branding and Co-branding and Trends in Branding.
• Provides case studies at the end of the chapter.
• Includes Review Questions at the end of the chapter.
This book Brand Management is designed for students specialising in marketing and as a reference for marketing professionals.
Salient Features
• Systematic introduction of Designing Brand Elements, Brand Identity, Brand Personality, Brand Image, and Brand Positioning.
• Comprehensive Coverage of Brand Loyalty, Brand Equity, Line Extension, Brand Extension and Competitive Strategies for Local and Global Brands.
• Includes chapters on Private Label Brands, Brand Portfolio and Architecture, Cult Branding and Co-branding and Trends in Branding.
• Provides case studies at the end of the chapter.
• Includes Review Questions at the end of the chapter.
- Cover
- Title Page
- Copyright Page
- Contents
- Preface
- Acknowledgement
- Chapter 1 Designing Brand Elements
- 1.1 Introduction to Branding
- 1.2 Significances of Branding
- 1.3 Difference Between Brands and Products
- 1.4 Challenges in Branding 6 C’s
- 1.5 Oppurtunities in Branding
- 1.6 Introduction to Brand Elements
- 1.7 Types of Naming
- 1.8 Problems Faced due to Linguistic Differences
- 1.9 Brand Naming Strategies
- 1.10 The Naming Process
- 1.11 Communication Based Process
- 1.12 The Do’s and Dont’s while Naming Brands
- 1.13 Brand Names— What the Researches have got to say?
- 1.14 Issues in Maintenance of Brand Names - Fighting the Counterfeit Brands
- 1.15 Brand Logos/Symbols
- 1.16 Logo Designing Strategies
- 1.17 Brand Slogans
- 1.18 Brand Characters
- 1.19 Jingles
- 1.20 Urls
- 1.21 Guidelines for Selecting the Brand Elements
- Review Questions
- Chapter 2 Brand Identity
- 2.1 Introduction
- 2.2 Dimensions and Identity
- 2.3 Inner and Outer Identity
- 2.4 The Six-Sided Prism
- 2.5 How to find Identity?
- 2.6 Multiple Identities
- 2.7 What Identity is not?
- 2.8 Brand DNA
- 2.9 Brand Kernal, Codes and Promises
- 2.10 Conclusion
- Review Questions
- Chapter 3 Brand Personality
- 3.1 Introduction
- 3.2 Brand Anatomy
- 3.3 When is it Necessary to have a Brand Personality?
- 3.4 Tools to Build/Understand Brand Personality
- Review Questions
- Chapter 4 Brand Image
- 4.1 Introduction
- 4.2 Brand Images of some of the Indian Brands
- 4.3 Techniques Used for Identifying the Brand Image
- Review Questions
- Chapter 5 Brand Positioning And Repositioning
- 5.1 Introduction
- 5.2 Grabbing the Mind Space
- 5.3 Determining the POP and POD
- 5.4 Types of Positioning
- 5.5 D’s of Successful Positioning
- 5.6 Determining the Positioning
- 5.7 The MDS Way
- 5.8 Image Profile Analysis
- 5.9 Positioning through Correspondence Analysis
- 5.10 By Factor Analysis
- 5.11 Positioning Analysis by Discriminant Mapping
- 5.12 Repositioning
- Review Questions
- Chapter 6 Brand Loyalty
- 6.1 Introduction
- 6.2 What is True Loyalty?
- 6.3 Brand Loyalty Cycle
- 6.4 Types of Loyalty
- 6.5 Brand Loyalty Measurement Models
- 6.6 Formula
- 6.7 Strategies to Build Brand Loyalty
- Review Questions
- Chapter 7 Brand Equity
- 7.1 Introduction
- 7.2 Measurement of Brand Equity
- 7.3 Dimension Items
- 7.4 Brand Valuation Methods
- 7.5 Brand Performance
- 7.6 Price Performance
- 7.7 Channel Performance
- 7.8 Product Performance
- 7.9 Communication Performance
- 7.10 Brand Performance Elements
- 7.11 Brand Audit
- 7.12 Brand Audit Process
- 7.13 Conclusion
- Review Questions
- Chapter 8 Line Extension
- 8.1 Introduction
- 8.2 Why Line Extension is so Hard to Resist?
- 8.3 A Good Marketing Strategy
- 8.4 A Bad Marketing Strategy
- 8.5 Brand Line Extension
- 8.6 Measuring the Line Extension Success
- Review Questions
- Chapter 9 Brand Extension
- 9.1 Introduction
- 9.2 Strategies for Successful Brand Extension
- 9.3 Essential Features of Brand Extension
- 9.4 Process of Brand Extension
- 9.5 Successful Implementation Strategies for Brand Extension
- 9.6 Challenges in Brand Extension
- Review Questions
- Chapter 10 Competitive Strategies For Local And Global Brands
- 10.1 Introduction
- 10.2 Facts for Consideration
- 10.3 Product Strategy–Innovative Approach
- 10.4 Distribution Strategy
- 10.5 Pricing Strategies
- 10.6 Promotional Strategy— Media Fragmentation10.7 Other Strategies
- Review Questions
- Chapter 11 Private Label Brands
- 11.1 Introduction
- 11.2 Winning Strategies — Quelch and Harding Model
- 11.3 Winners and Losers - The BCG Model
- 11.4 Hitting Hard—The Stanley Model
- 11.5 Manufacturers Fighting Private Labels
- Review Questions
- Chapter 12 Brand Portfolio and Brand Architecture
- 12.1 Introduction
- 12.2 Objectives of Product Portfolio
- 12.3 The BCG Matrix
- 12.4 The Directional Policy Matrix
- 12.5 Brand Architecture
- Review Questions
- Chapter 13 Cult Branding and Co-Branding
- 13.1 Brand Cult
- 13.2 Brand Mergers
- 13.3 Co-branding
- Review Questions
- Chapter 14 Emerging Domains in Brand Management
- 14.1 Introduction
- 14.2 Luxury Branding
- 14.3 Personal Branding
- 14.4 Destination Branding
- 14.5 Sensory Branding
- 14.6 Social Media Branding
- 14.7 Importance of Social Media in Branding:
- 14.8 Guidelines for Social Media Branding
- Review Questions
- Case Studies
- Himalaya Face Wash: Herbal Brand Developed for a Modern World
- Introduction
- Evolution of the Brand
- Perceptual Mapping
- Brand Image
- Rural Initiative
- Future of the Brand
- Review Questions
- Harley Davidson: Powerful Cult Brand
- Introduction
- Evolution of Brand
- Review Questions
- Luxury Branding
- Evolution of the Brand
- Brand Anatomy
- Brand Personality
- Market of Luxury Brands
- Superior Experience by Luxury Brands
- Luxury Brand Vs Common Brand
- Hidesign as a Luxury Brand
- What makes Hidesign a Luxury Brand
- Positioning
- Promotional Activities
- Distribution and Retailing
- Pricing
- Conclusion
- Review Questions
- E20 – Journey of Indian Green Brand
- Introduction
- Evolution of the Brand E20
- Relate the Brand and the Product
- Positioning of the Brand
- Review Questions
- Moods in India: Branding by Intimacy
- Evolution of Brand Moods
- Sex Education and Condom Market: Indian Realities
- Intimacy Branding
- Brand Positioning
- Review Questions
- Taj Hotels- Excellence in Extension
- Introduction
- Value Proposition across Different Segments
- Conclusion
- Review Questions
- Vicks as a Sensory Brand
- Introduction
- STP of Vicks Vaporub
- Brand Image of Vicks
- Sensory Branding - Theoretical Framework
- Vicks as Sensory Brand
- Conclusion
- Review Questions
- Starbucks – Branding of an Experience
- Introduction
- Evolution of Starbucks
- Branding through Five Senses
- Brand Positioning of Star Bucks
- Future and Conclusion
- Review Questions
- United Colors of Benetton – Brand Built by its Personality!
- Introduction
- Evolution of the Brand
- UCB- Brand Built by its Personality
- Brand Identity Prism of UCB
- Shock Advertising
- Ucb Global Vs UCB India
- The Road ahead For UCB
- Conclusion
- Review Questions
- Cinthol: Managing Brand over the Time
- Introduction
- Evolution of the Brand
- Review Questions
- Gangtok – Branding of a Tourist Destination
- Introduction
- Conclusion
- Review Questions
- Heritage Brands- Managing Brands Over Time
- Introduction
- Brand History
- Review Questions
- Himalaya Face Wash: Herbal Brand Developed for a Modern World
Dr. M. Prasanna Mohan Raj
Associate Professor of Marketing and Branding
Alliance School of Business
Alliance University
Bangalore.
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Brand Management
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Chapter 1 Designing Brand Elements
1.3 Difference Between Brands and Products
1.4 Challenges in Branding 6 C’s
1.6 Introduction to Brand Elements
1.8 Problems Faced due to Linguistic Differences
1.11 Communication Based Process
1.12 The Do’s and Dont’s while Naming Brands
1.13 Brand Names— What the Researches have got to say?
1.14 Issues in Maintenance of Brand Names - Fighting the Counterfeit Brands
1.16 Logo Designing Strategies
1.21 Guidelines for Selecting the Brand Elements
2.9 Brand Kernal, Codes and Promises
3.3 When is it Necessary to have a Brand Personality?
3.4 Tools to Build/Understand Brand Personality
4.2 Brand Images of some of the Indian Brands
4.3 Techniques Used for Identifying the Brand Image
Chapter 5 Brand Positioning And Repositioning
5.3 Determining the POP and POD
5.5 D’s of Successful Positioning
5.6 Determining the Positioning
5.9 Positioning through Correspondence Analysis
5.11 Positioning Analysis by Discriminant Mapping
6.5 Brand Loyalty Measurement Models
6.7 Strategies to Build Brand Loyalty
7.2 Measurement of Brand Equity
