Description
Vijay Nicole Brand Management (PB) by M Prasanna Mohan Raj
DescriptionThis 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.