Strategic brand management : building, measuring, and managing brand equity
| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
New Delhi, India :
Prentice-Hall of India ,
c2007
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| Edition: | 2nd ed |
| Subjects: |
Table of Contents:
- 1. Opening perspectives
- 2. Identifying and establishing brand positioning and values
- 3. Planning and implementing brand marketing programs
- 4. Measuring and interpreting brand performance
- 5. Growing and sustaining brand equity
- 6. Closing perspectives