We have enormous contentment in presenting the first edition “Brand Management” written for students of UG courses. The subject matter is written in a simple and easily understandable language with sufficient support from real business world information.
This is an attempt to provide the students with thorough understanding of brand management concepts. In writing this book we have benefited immensely from the studies of a number of books and the articles written by scholars spread over diversely.
Contents –
1. Product Management
2. Product Development
3. Market Potential and Sales Forecasting
4. Brand Management
5. Brand Leveraging and Brand Performance
6. Designing and Sustaining Branding Strategies
