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Branding Demystified
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Branding Demystified
Plans to Payoffs



January 2010 | 264 pages | SAGE Publications Pvt. Ltd
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.

 
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

I do not run the branding modules on the course, but I will be recommending this book to the tutors that do. It does what it says on the cover, with efficiency and verve.

Mr Andy Frith
Media Production, Northumbria University
November 13, 2013

Its an interesting book specially by the examples and case reflection analysis.
The author present us with a deep approach to current problems and I underline the social network proposals as very accurate and usefull.

Professor Alvaro Dias
Management, Instituto Superior de Gestão
April 19, 2013

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ISBN: 9788132102342
£15.99

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