BRAND MANAGEMENT TEXT AND CASES - HARISH, V VERMA (EXCEL BOOKS)
Keywords: Competition and Brand The Economic Ideal Competition Disarms Product Commonality Differentiation Arms Brand Power Customer Loyalty Brand and Trust Concept of a Brand The Beginning Brands And Products Brand Perspectives Brand Perspectives: The Six Possibilities Anatomy Of A Brand What Is A Brand? Why Brands Make Sense? Brands Are Customer Possessed Brand Evolution Consumerization Continuum Brand Levels Value Hierarchy Brand Evolution Brand Positioning Evolution Position And Product Positon 3 Cs Of Positioning Competitive Positioning: POPs and PODs Positioning Strategy Brand Success Brands and Consumers The Buying Decision Perspectives on Consumer Behaviour . Making Brands Succeed Building Superior Brands Brand Equity Dedefining Brand Equity Brand Image Constellation Brand Image Dimensions Asassets And Liabilities Brand Report Card Brand Inside and Outside Concept of Brand Identity Brand Identity Perspectives Brand Identity Levels Brand Identity Prism Brand Image And Position Brand Check The Extensions Line Extensions Line Extension Trap Brand Extensions Why Brand Extension? Types of Extensions Brand Extendability Brand Over Time Managing Brand Image Stages of Concept Management Functional Brands Symbolic Brands Experiential Brands Brands of Yesteryears Forces Affecting Brands Challenges Facing Brands Maintaining Desired Brand Associations Brand Revitalization Brand Elimination Brand and Firm Product Branding Line Branding Range Branding Umbrella Branding Source/Double Branding Endorsement Branding -- Brand Relationship Spectrum Choosing a Branding Strategy Brand Valuation Methods of Brand Valuation CASES Which Direction Should the Brand Take? Brand in Search of Upward Stretch PC Makers Sandwiched in Between Coming Back Again Branding by Sensing Stretching Down or Drowning the Brand Brand in Search of New Life