Comprehensive and up-do-date content, New chapter on digital perspective in brand management, Branding from the standpoint of the consumer—customer-based brand equity, New examples of brand timeline and transformation of innovative brands—new and established, Indian brand stories, New topics on branding avenues—Influencer marketing, Social Media crisis, Digital native brands, etc. The book entails examples of global brands—Amazon, Google, Apple, Mountain Dew and Harley Davidson—and also focuses on leading Indian brands and their strategies. Examples of brand stories like Amul, Dabur, HCL Laptops, Fastrack, Mahindra Scorpio, Old Monk, and Royal Enfield reveal the brand dynamics of these established names in the consumer world. In addition, cases of brand building strategies that added to the growth story of new brands—Yoga Bar, Bira, D Décor, Lenskart, and Paytm—provides new perspectives to ever-evolving brand strategies.
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About the Author
Kevin Lane Keller – Tuck School of Business Darthmouth College, Vanitha Swaminathan – Katz Graduate School of Business University of Pittsburg, Ambi M.G. Parameswaran – Brand Stragist & Adjunct Professor of Marketing SPJIMR, Mumbai, India, Isaac C. Jacob – Professor and area Chairperson Marketing and International Business K J Somaiya Institute of Management, Mumbai India.
Product details
- Publisher : Pearson Education; Fifth edition (15 November 2020); Pearson Education
- Language : English
- Paperback : 672 pages
- ISBN-10 : 9353946131
- ISBN-13 : 978-9353946135
- Item Weight : 1 kg
- Dimensions : 20.3 x 25.4 x 4.7 cm
- Country of Origin : India
- Packer : Pearson Education
- Best Sellers Rank: #29,595 in Books (See Top 100 in Books)
- #24 in Business Communication (Books)