Compendium of Brand Management

COVER -- CONTENTS -- WHAT IS A BRAND? -- BRAND NAMES -- BRAND PLANNING -- BRANDS AND CONSUMER PSYCHOLOGY -- BANK LIFE SCRIPT -- BRAND VALUES -- MANAGING BRAND SYSTEM AND BRAND ROLES -- COMMODITISATION OF BRANDS AND KEEPING BRANDS ALIVE -- ANTI-BRAND THINKING -- BRAND EXTENSIONS -- BRAND LOYALTY -- PROTECTING A BRAND -- BRAND IMAGE -- BRAND IDENTITY -- BRAND PERSONALITY -- BRAND POSITIONING -- BRAND CULTURE AND BRAND RITUALS -- BRAND EQUITY -- BRAND BUILDING -- SERVICE BRANDS -- EXPERIENTIAL BRANDS -- TYPES OF BRANDS -- PRODUCT AND BRANDS FAILURES -- MARKETING ORGANISATION -- REALITY ENVIRONMENT OF BRANDS -- CASE STUDIES -- INDEX