About the Book
Brand Management is the process of creating, developing, and supervising the progress of a brand. This tutorial introduces you to various categories of brands, their architectures, extensions, and promotions. It also introduces brand equity, co-branding, brand performance, and valuation.
This tutorial will teach you the basic terms in branding and provide ideas on how to manage a brand right from creation to its valuation.
This tutorial is meant for all those readers who would like to understand the basics of Brand Management. It will be immensely useful for management students who are keen to make a career in Marketing.
We assume the reader has a basic knowledge of business administration and marketing concepts. Creativity, analytical thinking, strategic thinking, and good communication skills are a plus.
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