Strategic Brand Management

We live in a world of brands! Be it the FMCG Consumer Durables Services B2B Markets Social Organizations and Government Sectors brands are everywhere. Brands form an integral part of the marketing strategies and play a significant role in generating revenues for any corporation. They are intangible in nature and earn reputation and goodwill for any company. The future of branding would be on Experiential Branding Green branding Digital Branding and Employer Branding. Products get transformed into brands with a lot of dedication sweat and blood and long years of meticulous planning by advertising agencies brand managers Consultants and the Corporations themselves.This text book explores the various facets and dimensions of Branding in todays context with a judicious mix of western brands alongwith the emerging brands of the east. It offers solutions to the emerging trends in the world of branding and provides an in-depth knowledge of how Brands have to be nurtured managed so as to build Relationships with the target consumers. The textbook is primarily aimed at students pursuing graduation and post-graduation in Marketing (MBA/BBA/PGDM/Communication Schools & Colleges etc) professionals and consultants engaged in the fields of branding. Key Features:</i>• Covers Experiential Rural and Retail Branding and Brand Activation • Provides insights into the dynamic world of branding practices • Includes strategic frameworks that provide a new direction and innovative ideas regarding Branding practices in Todays World• Includes simulated case studies which focus on a blend of western and eastern worlds branding practices • Supports the theoretical framework by practical applications.Contents1. Introduction to Branding 2. Brand Positioning 3. Consumer Behaviour and IMC Tools 4. Globalization of Brands 5. Brand Construct and Brand Architecture 6. Brand Personality 7. Brand Extensions 8. Umbrella Branding 9. Brand Identity 10. Experiential Branding 11. Brand Activation 12. Brand Valuation 13. Brand Equity 14. Rural Branding 15. Future of We live in a world of brands! Be it the FMCG Consumer Durables Services B2B Markets Social Organizations and Government Sectors brands are everywhere. Brands form an integral part of the marketing strategies and play a significant role in generating revenues for any corporation. They are intangible in nature and earn reputation and goodwill for any company. The future of branding would be on Experiential Branding Green branding Digital Branding and Employer Branding. Products get transformed into brands with a lot of dedication sweat and blood and long years of meticulous planning by advertising agencies brand managers Consultants and the Corporations themselves.This text book explores the various facets and dimensions of Branding in todays context with a judicious mix of western brands alongwith the emerging brands of the east. It offers solutions to the emerging trends in the world of branding and provides an in-depth knowledge of how Brands have to be nurtured managed so as to build Relationships with the target consumers. The textbook is primarily aimed at students pursuing graduation and post-graduation in Marketing (MBA/BBA/PGDM/Communication Schools & Colleges etc) professionals and consultants engaged in the fields of branding. Key Features:</i>• Covers Experiential Rural and Retail Branding and Brand Activation • Provides insights into the dynamic world of branding practices • Includes strategic frameworks that provide a new direction and innovative ideas regarding Branding practices in Todays World• Includes simulated case studies which focus on a blend of western and eastern worlds branding practices • Supports the theoretical framework by practical applications.Contents1. Introduction to Branding 2. Brand Positioning 3. Consumer Behaviour and IMC Tools 4. Globalization of Brands 5. Brand Construct and Brand Architecture 6. Brand Personality 7. Brand Extensions 8. Umbrella Branding 9. Brand Identity 10. Experiential Branding 11. Brand Activation 12. Brand Valuation 13. Brand Equity 14. Rural Branding 15. Future of Branding (Green and Digital Brands) 16. Retail Branding and Private Label Strategy Case Studies <i>Glossary Index</i>About the AuthorsRam Kishen Y. is Professor of Marketing at K.J. Somaiya Institute of Management Studies and Research Mumbai. He has 6 years of teaching experience and 4 years of corporate experience respectively. He holds a doctoral degree in the area of rural marketing. His areas of specialization and consulting are — Rural marketing Retail Management Sales and Distribution Brand Management and Green marketing. He may be reached at ramkishen123@rediffmail.comNalini Dutta is working with Brand Management Team at LG Electronics India Pvt. Ltd. She holds a MBA degree from Balaji Institue of International Business (BIIB). Her super specialization was Brand management. She has more than four years of rich corporate experience in the field of marketing and branding. She is presently pursuing her Ph.d. in the area of Brand Management. Her areas of specialisation and consultation are – Sales and Distribution Channel Management Brand Management and Retail Management. She may be reached at nalinidutta@gmail.com (Green and Digital Brands) 16. Retail Branding and Private Label Strategy Case Studies <i>Glossary Index</i>About the AuthorsRam Kishen Y. is Professor of Marketing at K.J. Somaiya Institute of Management Studies and Research Mumbai. He has 6 years of teaching experience and 4 years of corporate experience respectively. He holds a doctoral degree in the area of rural marketing. His areas of specialization and consulting are — Rural marketing Retail Management Sales and Distribution Brand Management and Green marketing. He may be reached at ramkishen123@rediffmail.comNalini Dutta is working with Brand Management Team at LG Electronics India Pvt. Ltd. She holds a MBA degree from Balaji Institue of International Business (BIIB). Her super specialization was Brand management. She has more than four years of rich corporate experience in the field of marketing and branding. She is presently pursuing her Ph.d. in the area of Brand Management. Her areas of specialisation and consultation are – Sales and Distribution Channel Management Brand Management and Retail Management. She may be reached at nalinidutta@gmail.com