TY  - BOOK
AU  - Sethi, Sumit
AU  - Satsangi, Alok
TI  - Encyclopaedia of brand management Vol.2
U1  - E-658.827 
PY  - 2009///
CY  - New Delhi
PB  - Anmol Pubs. Pvt. Ltd.
N1  - CONTENTS Preface  vii 1 Brand Planning and Brand Potential  1 2 Consumer Search for Brand Information 36 3 Added Values Beyond Functionalism  70 4 Brand Personality 94 5 Branding to Make Tangible  110 6 Brand Positioning Strategies  124 7 Consumer Segmentation  132 8 Brand Architecture and Brand Portfolio 143 9 Brand Identity and The Law 187 10 The Future of U.S. Retailing and Branding  210 Index  334
ER  -