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Brand management & equity value /

Brand management & equity value /
DK Number:DK-221543
ISBN: 9789380995540
Title: Brand management & equity value /
Author: Poonam Kumar.
Imprint: New Delhi : Enkay Pub. House,
Physical Desc.: xii, 276 p. ; 23 cm.
Year: 2012
Price: USD 29.70
Subject Strings: Product management.
  Brand name products--Valuation.
 =================================================
  
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Title Contents
Chapter No.Chapter TitleChapter AuthorPage No.
Introduction1
Brand Value Creation, Communications and Equity41
Functional Measurement analysis of Brand Equity85
The Impact of Brand Equity on Purchase Intention and Brand Preference97
Customer's Brand Equity and Customer Loyalty103
Impact of Brand Meaning on Brand Equity of Higher education109
Brand Equity, Marketing Strategy, and consumer income115
Understanding Brand Equity for Successful Brand Extension131
Corporate re-branding on Brand Equity and firm Performance151
Brand Equity Capitalizing on Intellectual Capital161
Valuing brands and Brand Equity173
The Branding Effect of Corporate Deal Structure197
The Branding Effect of Corporate Deal Structure211
Equity in Corporate Co-branding235
Brand Equity Evolution : A System Dynamics Model251
Bibliography273
Index275
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1. Business Studies
2. Economics
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Brand management & equity value

 
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