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The Icfai University Press on Branding Practices Description
Contents of the Book 1. Branding - The Current Trends 2. Brand Indispensability - An Innovative Branding Strategy 3. Brand Gendering A New Strategy for Building Brands 4. Effective Global Branding A Framework 5. Branding in a Crowded Market A 3-D Framework for Commodity Branding 6. Understanding Corporate Brands and Corporate Branding 7. Building Maverick Brands: A Focus on Adventurous CEOs 8. The Employer Branding The People Advantage 9. Employment Branding: A Conceptual Framework 10. Emotional Branding: Towards Winning Customers for Life 11. Lifestyle Branding - Bonding Customers with Lifestyle Brands 12. Immortal Brands - The Brand Life Cycle 13. Destination Branding - A Conceptual Framework 14. City Branding: Cases and Lessons Across the Globe 15. Exploring the Concept of Retro Branding 16. Brand Equity and Brand Valuation: Establishing Guidelines for Value Creation 17. LOreals Global Branding Strategy 18. VIP Industries Positioning Itself as a Lifestyle Brand 19. Employer Branding at Infosys 20. Brand Management and P and G: Analysis and Learnings 21. Titan: Building a Brand 22. Spirits and Wine Industry Revolves Around Power Brands: The Hard and Soft Measures 23. Intel: In Search of a New Identity 24. Branding: The Yum Way 25. index
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