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Full Description
The aspects of marketing surrounding a brand, like advertising, sales promotion and distribution, can mislead and confuse brand builders. Branding Simplified: Plans to Payoffs aims to dispel the cloud of these peripheral issues and clarify the foundations on which strong brands are built, with a distinct focus on the higher-order connect between the prospects and the brands.
With the help of India-based examples and illustrations, the book analyses why brands have become indispensable in our lives. It communicates the key concepts of branding and branding strategy with an optimum degree of lucidity.
The book focuses on the following important branding challenges:
" Brand meaning
" Brand vision
" Brand transformation
" Brand value in higher orbits
" Brand strategy
" Leveraging the brand
" Brand adjustments
The book will be immensely helpful to professionals in the fields of marketing, advertising, consulting, strategy, and so on, and to entrepreneurs. Teachers and students of business management, advertising and branding will find it an incisive and exhaustive text on brand-building and brand management.
Contents
Preface
Why Brands?
What is Brand?
Brand Transformation
Brand Vision: Concepts and Creation
Pushing the Brand to Higher Orbits
Pressing Hot Buttons in Consumer Value Space
Internal and External Leveraging of Brand Assets
Decoding Branding Strategy
Shifting Brand Gears to Stay Connected
Power Branding: Unequal among Equals
References
