Brand Management: Theory and Practice

Brand management is a field of marketing that deals with the analysis and planning of the perception of a brand in the market. One of the integral aspects of brand management is the development of a good relationship with the target market. Some of its tangible elements are the product, its look, price and packaging. The intangible elements are the relationship of the consumers with the brand and their experience with it. Other important aspects of brand management include brand associations, brand attitude, brand awareness, brand equity, brand image, brand personality, self-brand congruity and brand preference. This textbook attempts to understand the multiple branches that fall under the discipline of brand management and how such concepts have practical applications. It is appropriate for those seeking detailed information in this area. Coherent flow of topics, student-friendly language and extensive use of examples make this book an invaluable source of knowledge.