Journals Higher Education



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Published: 10 May 2012

576 Pages

ISBN: 9780198069867

Bookseller Code (06)

Brand Management

Principles and Practices

Kirti Dutta

  • Has been written in an Indian context and provides rich learning from brand practices of Indian brands like Kingfisher, Maggi, Airtel, Aircel, Micromax, LIC
  • Discusses practices of global companies such as Lux, Singapore Airlines, Hello Kitty and includes boxed marketing insights from industry
  • Includes exclusive chapters on creating a brand, understanding organizational culture, consumer behaviour, e-branding, and managing brand architecture
  • In the CD:
  • Each chapter is linked with the CD and contains videos and PPTs that explain the key concepts and includes exercise(s) for enhancing decision making abilities
  • Includes insights about renowned brands by their brand managers through video case studies and presentations of iconic brands such as Aditya Birla Group, Amul, Yamaha, Vodafone, McDonalds, MNYL, and Adani Wilmar
  • Includes a video on making of popular Vodafone characters - Zoozoos

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