readers better understand the importance of consumers' perceptions in brand management"--Provided by publisher. … physical and virtual reality: the case of Benetton brand, "a company that is born from ideas" / Annamaria Silvana de Rosa and … Elena Bocci -- 7. Branding and sustainable competitive advantage in Indian politics: Brand Rahul Gandhi / Avinash Kapoor and …

Preface -- Key Success Requirements for Online Brand Management / Subir Bandyopadhyay, Rosemary Serjak -- The Role of … Blogs on a Successful Political Branding Strategy / Luis Casaló, etc. -- Brand Personality of Web Search Engines: Who is the … Brand Positioning: The Need for an Online Positioning Interface / S. Ramesh Kumar -- Job Search at Naukri.com: Case Study of …

-- Influence of trust and affect on brand loyalty and brand performance: the case of Indian television news channels / Madhupa … -- "Home base" and the brand globalization strategies of emerging market multinationals / Xiaohua Lin, Carlyle Farrell -- How … Yildirim -- Customer-based corporate brand equity (CBCBE) in business-to-business firms: an emerging market perspective …

"This book is a collection of case studies illustrating successful brand management strategies as well as common errors … -- Promoting Bucovina's tourism brand / Alexandru-Mircea Nedelea -- Branding and brand management: case of Amul / Anupam Sharma … Kamarulzaman -- Building and development of dairy "Dana" brand / Boris Milovic -- Simply food: the crossroads in front of a new …

, Nathalie Dens, Patrick De Pelsmacker -- Brand perception and its relation to perceived performance of a public sports service … interaction in the recommendation of a brand community / Cleopatra Veloutsou, Laurence Dessart, Georgia Maria Arvaniti -- Deep and …] -- How branded entertainment shapes consumers' brand attitudes: evidence from an advertiser-funded program / Yann Verhellen …

and performance: a study of web-hosting companies / Bryan Soh Yuen Liew, T. Ramayah and Jasmine Yeap Ai Leen -- 9. A …11. Sales force automation usage and performance / Jason Wai Chow Lee ... [et al.] -- 12. Database marketing process …