CONTENTS:- What is a Brand?; Brand Name; Brand Planning; Brand and Consumer Psychology; Brand's life Script; Brand Value; Managing Brand System and Brand Roles; Commoditisation of Brands and Keeping Brands Alive; Anti-Brand Thinking; Brand Extensions; Brand Loyalty; Protecting a Brand; Brand Image; Brand Identity; Brand Personality; Brand Positioning; Brand Culture and Brand Rituals; Brand Equity; Brand Building; Service Brands; Experiential Brands; Types of Brands; Product and Brand Failures; Marketing Organisation; Reality Environment of Brands; Case Studies.
