Description

This book offers a thorough grounding in the field of brand management by building on a strong theoretical foundation. To help students comprehend how the theory may be used practically, examples are used throughout the text to illustrate the idea. By approaching the topic of brand management from a distinctive socio-cultural angle, Strategic Brand Management gives students a grasp of its dynamics and equips them to interact with its underlying problems. The book uses this cutting-edge framework but also incorporates more conventional ideas of the brand in terms of equity and positioning. The framework for the book divides a brand's concept into functional and emotional components, examining purchases that satisfy functional needs and how these decisions become emotional ones. The book's language is maintained straightforward without sacrificing the persuasiveness of the argument or watering down the analyses. The book was developed to satisfy the requirements of the curriculum for various universities' B.Com, BBA, M.Com, and MBA programmes.