Brand Management: Strategy, Measurement and Yield Analysis

• Author: Rajagopal
• ISBN 10: 1600219454
• ISBN 13: 9781600219450
• Release: April 17, 2013
• Format: Hardcover (301 pages)
• List Price: $195.00
• More Details
  
  

  List Price: $195.00

  Tags: Business & Investing, Marketing & Sales, Marketing,

  Book Description:
  Building a powerful brand requires determining the tangible characteristics of the offerings that carry the brand name and the benefits the customers accrue from those benefits and the psychological or emotional benefits of the products. This notion may be described as what 'value' means to a typical loyal customer; and what, ultimately, is the essential nature and character of the brand over time. "Brand Management" is an advanced marketing course that will prepare students to lead a brand-centred marketing team in the consumer products/services arena. The emphasis in the book is on marketing plans and day-to-day decision-making. Marketing decisions are usually made in a context of imperfect information, decision models that combine analysis with judgement, and a marketplace that is fast-changing. Innovative and groundbreaking ways of thinking about branding are constantly developing and brand architecture is a new strategic process evolved in this field.

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