editedbook
Publication: IIP Proceedings Year: 2022, Month: November Page No: 80-88, ISSN/ISBN: 978-93-95632-71-3, DOI/Link: https://www.rsquarel.org/assets/docupload/rsl202339A2040244CEA06.pdf
DEMYSTIFYING BRAND MANAGEMENT
Area/Stream: Management, Authors: Uday Shankar Keywords: Brand, segmentation, positioning, perception, management. Book Name /series: Futuristic Trends in Management, Volume 2, Book 6, Part 1, Chapter 6Publication: IIP Proceedings Year: 2022, Month: November Page No: 80-88, ISSN/ISBN: 978-93-95632-71-3, DOI/Link: https://www.rsquarel.org/assets/docupload/rsl202339A2040244CEA06.pdf
Abstract:
Brand management, brand equity, brand power, brand pull, branding etc. are used interchangeably and convey the same meaning. The concepts underlying a brand and its various dimensions are touched upon in this chapter which gives an insight not only on its complexity but also its pervasiveness and importance in the success of any company. These have been supported by examples from the Indian industries to make it relevant to the reader. Brand management involves developing and reinforcing a bundle of associations through which the brand would be perceived by the target audience. The function of brand management is to enhance the perceived value of the brand.
Cite this: Uday Shankar,"DEMYSTIFYING BRAND MANAGEMENT", Futuristic Trends in Management, Volume 2, Book 6, Part 1, Chapter 6, November, 2022, 80-88, 978-93-95632-71-3, https://www.rsquarel.org/assets/docupload/rsl202339A2040244CEA06.pdf
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