Brand management : (Record no. 52824)

000 -LEADER
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001 - CONTROL NUMBER
control field 17436404
003 - CONTROL NUMBER IDENTIFIER
control field CITU
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20201107070952.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 120821s2012 ii a b 000 0 eng
010 ## - LIBRARY OF CONGRESS CONTROL NUMBER
LC control number 2012406408
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780198069867
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 0198069863
040 ## - CATALOGING SOURCE
Original cataloging agency DLC
Language of cataloging eng
Transcribing agency DLC
Description conventions rda
Modifying agency DLC
042 ## - AUTHENTICATION CODE
Authentication code pcc
050 00 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HD69.B7
Item number D928 2012
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Dutta, Kirti.
245 10 - TITLE STATEMENT
Title Brand management :
Remainder of title Principles and Practices /
Statement of responsibility, etc. KIRTI DUTTA, Assistant Professor (Marketing), Bhartiya Vidya Bhavan's Usha & Lakshmi Mittal Institute of Management, New Delhi.
264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE
Place of production, publication, distribution, manufacture New Delhi :
Name of producer, publisher, distributor, manufacturer Oxford University Press,
Date of production, publication, distribution, manufacture, or copyright notice 2012.
300 ## - PHYSICAL DESCRIPTION
Extent xxiii, 455 pages :
Other physical details illustrations ;
Dimensions 24 cm +
Accompanying material 1 CD-ROM (4 3/4 in.)
336 ## - CONTENT TYPE
Content type term text
Content type code txt
Source rdacontent
337 ## - MEDIA TYPE
Media type term unmediated
Media type code n
Source rdamedia
338 ## - CARRIER TYPE
Carrier type term volume
Carrier type code nc
Source rdacarrier
500 ## - GENERAL NOTE
General note Each chapter is linked with the CD and contains videos and presentations that explain the key concepts and includes exercises(s) for enhancing decision-making abilities. -- Back cover.
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc. note Includes bibliographic references and index.
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Machine generated contents note: pt. I OVERVIEW OF BRAND MANAGEMENT -- 1.Introduction to Branding -- About the Chapter -- Significance of Branding -- Historical Perspective of Branding -- Brand Defined -- Difference between a Product and a Brand -- Rationale for Building a Brand -- Organizational perspective -- Customer perspective -- Types of Brands -- Branding Challenges -- Overcoming the Challenges -- Key Issues in Branding -- Case Study: Cooking Up Maggi Noodles -- 2.Creating a Brand -- About the Chapter -- Introduction -- Strategic Planning for the Brand---Creating a Brand -- Strategic Fit -- Designing Brand Identity---Kapferer's Identity Prism -- Measuring brand personality -- Brand Image -- Case Study: LUX---Symbolizing Beauty -- 3.Understanding Organizational Culture for Successful Brand Management -- About the Chapter -- Introduction -- Defining Organizational Culture -- Organizational Culture and Brand Performance -- Strategic Brand Wheel and Gaps --
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Contents note continued: Brand Mantras and Internal Branding for a Successful Brand -- Planning -- Execution -- Evaluation -- Feedback -- Aligning Staff with the Brand -- Case Study: Delivering Kingfisher First's Brand Promise -- pt. II UNDERSTANDING AND MEASURING BRAND EQUITY -- 4.Brand Equity -- About the Chapter -- Introduction---What Is Brand Equity? -- Brand Equity Defined -- Need for Building Brand Equity -- Steps in Building a Brand---Brand Resonance Pyramid -- Consumer-based brand equity -- Brand equity in a business-to-business context -- Sources of brand equity -- Brand knowledge -- Brand associations -- Perceived quality -- Brand loyalty -- Company image -- Brand community -- Brand elements -- Corporate societal marketing -- Perceived advertising spending -- Joint branding programmes -- Distribution channels -- Country-of-origin effect -- People endorsements -- Things -- Case Study: Aircel---Building Brand Equity -- 5.Researching for Brand Equity --
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Contents note continued: About the Chapter -- Tracking a Brand -- Need to track a brand -- What to track? -- Research Techniques -- Secondary data search -- Survey of knowledgeable people -- Analysis of select cases -- Conclusive Research through Quantitative Techniques -- Descriptive studies -- Experimentation -- Some Quantitative Research Techniques Applied to Branding -- Brand personality -- Brand image -- Brand response -- Brand relationships -- Case Study: Branding and Its Effect on Purchasing Process Stages -- 6.Measuring Brand Equity -- About the Chapter -- Introduction---Need for Measuring Brand Equity -- Measuring Brand Equity -- Methods to Measure Brand Equity -- Brand value -- Brand strength -- Case Study: Measuring Brand Equity for Successful Celling -- Appendix 1 Questionnaire on Cell Phone Preferences of the Youth -- pt. III UNDERSTANDING CONSUMERS AND MARKETS -- 7.Consumer Behaviour and Brand Buying Decisions -- About the Chapter --
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Contents note continued: Introduction---What Is Consumer Behaviour -- Consumer Behaviour and the Role of Branding -- The concept of perception -- The Consumer Attitude---The Indian Consumer -- Changing demographic trends and lifestyles -- Brands and Consumer Decision-making -- Input -- Processes -- Output -- Various Factors Affecting Consumer Behaviour -- Brand Loyalty and Brand Commitment -- Case Study 1 Consumer Behaviour towards Cold Drinks Brands -- Case Study 2 Housing Finance and Brand LIC -- 8.Brand Positioning -- About the Chapter -- Introduction -- Concept of Brand Positioning -- Positioning defined -- Brand values -- Positioning statement -- Crafting the Positioning Strategy -- Segmentation -- Targeting -- Identification of brand benefits -- Consumer behaviour and changing consumer trends -- Competitor analysis -- Situational analysis -- Analysis of differentiation possibilities -- Selecting the strategy -- Guiding Principles for Positioning -- Product --
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Contents note continued: Price-quality -- Symbols -- Competition -- Personnel -- Channel -- Image -- Customer care and service -- Corporate identity -- Positioning by brand endorsement -- Positioning related to specific category of customers -- Usage occasion and time -- Using corporate social responsibility -- Repositioning -- Repositioning strategies -- Case Study 1 Positioning Gone Wrong -- Case Study 1 Airtel---Reinventing the Brand -- pt. IV MANAGING BRANDS -- 9.Branding and the Marketing Programme -- About the Chapter -- Branding and the Marketing Programme---An Introduction -- Product Strategy -- Introduction -- What is a product? -- Product strategy and branding -- Pricing Strategy -- Introduction -- What is pricing? -- Pricing strategy and branding -- Distribution Strategy -- Introduction -- What is distribution? -- Distribution strategy and branding -- Case Study: Micromax---The Indian War Horse -- 10.E-branding---Building the Brand Online -- About the Chapter --
520 ## - SUMMARY, ETC.
Summary, etc. Brand Management: Principles and Practices is a comprehensive textbook designed for post graduate management programmes students specializing in marketing. It explores core concepts of branding and illustrates them through numerous examples, exhibits, figures, images, case studies, and videos. Divided into five sections, first section gives an introduction to branding, creating a brand, and understanding how organizational culture helps in successful brand management. Second and third sections discuss brand equity, ways of researching and measuring it, and importance of understanding consumers and markets. Further, fourth section explains branding strategies, e-branding, and marketing communications. Last section explores brand architecture, brands over time, and boundary-less brands. Students will find this book useful for its illustrative coverage of the key concepts. The practical applications would also be very useful to practitioners.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Brand name products.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Branding (Marketing)
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Product management.
856 42 - ELECTRONIC LOCATION AND ACCESS
Materials specified Contributor biographical information
Uniform Resource Identifier <a href="http://www.loc.gov/catdir/enhancements/fy1409/2012406408-b.html">http://www.loc.gov/catdir/enhancements/fy1409/2012406408-b.html</a>
856 42 - ELECTRONIC LOCATION AND ACCESS
Materials specified Publisher description
Uniform Resource Identifier <a href="http://www.loc.gov/catdir/enhancements/fy1409/2012406408-d.html">http://www.loc.gov/catdir/enhancements/fy1409/2012406408-d.html</a>
856 41 - ELECTRONIC LOCATION AND ACCESS
Materials specified Table of contents only
Uniform Resource Identifier <a href="http://www.loc.gov/catdir/enhancements/fy1409/2012406408-t.html">http://www.loc.gov/catdir/enhancements/fy1409/2012406408-t.html</a>
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942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme
Koha item type BOOK
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Permanent Location Current Location Shelving location Date acquired Inventory number Full call number Barcode Date last seen Price effective from Koha item type
          COLLEGE LIBRARY COLLEGE LIBRARY SUBJECT REFERENCE 2020-11-07 44976 658.827 Du54 2012 CL-44976 2020-11-07 2020-11-07 BOOK