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Branding demystified: plans to payoffs/

Verma, Harsh V.

Branding demystified: plans to payoffs/ Harsh V. Verma - New Delhi: SAGE, 2009. - xiii, 247 p.

Why brands? --
What is a brand? --
Brand transformation --
Brand vision : concepts and creation --
Pushing the brand to higher orbits --
Pressing hot buttons in consumer value space --
Internal and external leveraging of brand assets --
Decoding branding strategy --
Shifting brand gears to stay connected --
Power branding : unequal among equals.

ISBN: 9788132104957

Subjects--Topical Terms:
Communication in marketing

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