Strategic Brand Management Building Measuring Managung Brand Equity 2e

One of the most valuable asset that a firm possesses is the brand that it has created, invested, and developed over a period of time. And though the brands represent invaluable intangible assets, creating and nurturing them poses considerable challenge for the firm. This book, Strategic Brand Management is designed to provide comprehensive and up-to-date treatment of the entire branding concept - from brands, brand equity to strategic brand management. It enables students, and manages to understand the concepts and techniques to build, measure and manage brand equity. Furthermore, it provides insights for improving long-term profitability of specific brand strategies. Incorporating latest thinking and developments, the text ably guides the students in applying the principles and making better day-to-day and long-term brand decisions. Practical case-studies show students the real life applications, successes and failures of brand markets.