Brand Management

ISBN Number : 978-93-5051-324-8

Student Price : Rs.250

Student Dollar Price : 10$

Library Price : Rs.950

Library Dollar Price : 38$

Book Edition : First

Year of Publication : 2017

No. Of Pages : 234

Book Weight :390

About The Book

Though branding is an old phenomenon, it has become a very important subject in the area of Marketing Management for all the organizations since the globalization of the economy has taken place. This could be attributed to a number of choices available to consumers in a particular product category. In such a situation, it becomes necessary for the organizations to differentiate their products from the products of competitors. One of the ways to differentiate the products from other products is to brand it. The branding of the product by the organization guides customers to have a better choice for purchasing.

There are quite a few books already available on brand management, covering all the aspects of branding. However, we have attempted to write a book which is practical and easy to understand. We have made conscious efforts to give this book an Indian flavor.

In this book, different facets of the branding process have been dealt with in a unique manner so that it is possible to bring various components of branding together to finally form a base to develop, establish and maintain a brand.

 

Book Content of Brand Management
1. Introductory View of Brand Essentials
2. Brand Description
3. Brand Appraisal
4. Brand Articulation
5. Brand Equity
6. Brand Extension
7. Intricacies Involved in Brand Building
8. Success Factors in Brand Building

About The Author

Prof. Karan Singh Khundia is basically a Chemical Engineer from National Institute of Technology (NIT), Shrinagar (Kashmir) and a Post Graduate in Management from IIM, Bangalore. After working with different industries for 27 years in the area of Marketing, he consciously decided to switch over to management education, to share his experience and knowledge with the students. Initially, he was with Amity International Business School, Amity University, Noida as professor n the area of Marketing for Three Years. later on, he switched over to Janki Devi Bajaj Institute of Management Studies, S.N.D.T. Women`s University Mumbai where he worked for three years. Currently, he is associated with Amity Global Business School, Mumbai as professor in marketing area. His strengths are centering around Strategic Marketing Management, Product and Brand Management as also in the area of Sales and Distribution.

Dr. Gulnar Sharma is Ph.D. in Economics and an MBA in marketing area. She has over 20 years of teaching/research and industrial experience in marketing, advertising and economics. She has written many national and international research papers in referred journals and conducted workshops on advertising and branding. She is the recipient of the Star News National B-School "Best Professor" award in teaching of advertising during 2011. She has worked as Director of Janki Devi Bajaj Institute of Management Studies (JDBIMS), Mumbai (Maharashtra). Under her leadership, JDBIMS received the Star News National B-School award for its best curriculum for the course of MBA (Retail Management). She encourages women management graduates to become entrepreneurs. She also takes interest in social causes for women.

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