Brand Management: Principles and Applications for Effective Branding - Paperback
Brand Management: Principles and Applications for Effective Branding - Paperback
Details
by Jaywant Singh (Author), Paurav Shukla (Author)
How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook.
Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture.
Author Biography
Jaywant Singh is Professor of Marketing and Head of Digital and Data Driven Marketing Department at Southampton Business School, University of Southampton, UK. His research is in the areas of branding and consumer behaviour.
Paurav Shukla is Professor of Marketing and Head of Research at Southampton Business School, University of Southampton, UK. His research interests include luxury branding and marketing, cross-cultural consumer behaviour, and international marketing.Materials + Care
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