Encyclopaedia of Brand Equity Management; 3 Volumes
Mohsin, Muhammad (Prof.)
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Set
PRODUCT DETAILS
Book ID : 35864
ISBN-10 : 81-8318-894-X / 818318894X
ISBN-13 : 978-81-8318-894-4 / 9788183188944
Place
of Publication :
Delhi
Year
of Publication :
2008
Edition : (First Edition)
Language : English
23 cm.
CONTENTS
DESCRIPTION
Management is a multidimensional discipline. A modern business chief executive needs a strong vision, energy and drive, in order to push and pull teams and the organisation forward. A strong and effectively communicated vision can prove to be impressive, stimulating and attractive for others and it is bound to further motivate them to achieve business goals and aspirations. In the wake of it, the measurement and management of brand value has become a major issue for marketers and market researchers, over the past several decades. The concept of brand value and brand equity goes well beyond the legal concept of a trademark or the accounting concept of goodwills. Brand equity encompasses a gestalt of intrinsic values or equities that add to the tangible and measurable benefits delivered by a particular product or service. A brand's equity therefore becomes part of the trade-off consumer consideration, as he first, selects his consideration set, then decides, which product or service to go for. As a new branch of Business Management, Brand Equity Management, needs an exclusive guide for comprehending the brand equity concept well. Hence, this study, with a perfect description of all aspects concerned.
