Strategic brand management : measuring and managing brand equity
Singh, Uttamkumar
Strategic brand management : measuring and managing brand equity - New Delhi Jnanada Prakashan 2010 - vi,353p.
CONTENTS Foreword (v) 1 Brand Equity: Capitalising on Intellectual Capital 1 2 Brand Equity to Market Performance 13 3 Brand Management: Role of Trademarks 57 4 Brand Literature Review 69 5 Brand and Product Management 99 6 Consumer Brand Management 124 7 Corporate Branding 158 8 Ethical Branding and Corporate Reputation 189 9 Evolution of Brand and Stock Market 205 10 Online Brand Management 221 11 Strategic Brand Management in Global Environment 248 12 The Impact of Market Information on Building Brand Equity in Logistics 262 13 The Role of Corporate Branding in a Market 287 14 Tourist Brand Management and Loyalty 320 Bibliography 343 Index 347
8171394116
658.827 / SIN
Strategic brand management : measuring and managing brand equity - New Delhi Jnanada Prakashan 2010 - vi,353p.
CONTENTS Foreword (v) 1 Brand Equity: Capitalising on Intellectual Capital 1 2 Brand Equity to Market Performance 13 3 Brand Management: Role of Trademarks 57 4 Brand Literature Review 69 5 Brand and Product Management 99 6 Consumer Brand Management 124 7 Corporate Branding 158 8 Ethical Branding and Corporate Reputation 189 9 Evolution of Brand and Stock Market 205 10 Online Brand Management 221 11 Strategic Brand Management in Global Environment 248 12 The Impact of Market Information on Building Brand Equity in Logistics 262 13 The Role of Corporate Branding in a Market 287 14 Tourist Brand Management and Loyalty 320 Bibliography 343 Index 347
8171394116
658.827 / SIN