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Full Description
The value of a brand is acknowledged only when a consumer is happy and satisfied using it. Hence, recognition and praise enhance the brand value or brand equity of a product, and makes a product `a brand'. Therefore, brand equity becomes a precedence for any product to become a brand. This book delves onto the concepts and theories of Brand Equity, and how it forms an integral part of any product becoming a success. The book skillfully explains fundamental concepts of brand equity, and its importance in product/services marketing, in the Indian context. Divided into four parts, Part 1 of the book begins by explaining the meaning of branding and brand equity. Part 2 then focuses on various components of brand equity. Part 3 educates the readers/students on how to measure brand equity of a product or a brand. Part 4 concludes by elaborating on ways and means to enhance brand equity of any product. This book is designed for the postgraduate degree and PG Diploma students of management specializing in Marketing and brand management. The book will be equally useful for practising Product/Brand Managers. KEY FEATURESli>Well-supplemented with illustrative advertisements, figures and video links to assist the students in understanding the concepts of brand equity thoroughly. The Case Studies included in the book, give an analytical insight to the theories explained.
Contents
Preface Acknowledgements Part 1: INTRODUCING BRAND EQUITYBrand Equity Basics Brand Awareness Brand Loyalty Brand Association Brand Image Perceived Quality Other Proprietary AssetsPart 3: MEASURING BRAND EQUITY Measurement of Brand Equity Brand Audit Green Brand Equity Enhancing Brand Equity with Green Supply Chain InitiativesPart 4: ENHANCING BRAND EQUITY Enhancing Brand Equity through CSR Activities Case Study Surf-Riding on Strong Brand Equity Case Study 2?Kan Khajura Tesan Campaign Case Study 3?Big Bazaar Customer Loyalty ProgramCase Study 4?Vodafone Zoo Zoos-Spreading AwarenessCase Study 5?Tata Motors-Towards Quality ExcellenceIndex
