Brand Management

Chapter - 01: Brand - the concept and meanings;
Chapter - 02: The evolution of branding;
Chapter - 03: Research streams in branding;
Chapter - 04: Brand features;
Chapter - 05: Brand loyalty and brand equity;
Chapter - 06: Brand positioning;
Chapter - 07: Brand communication;
Chapter - 08: Consumer-brand relationships;
Chapter - 09: Brand extension;
Chapter - 10: Brand alliance or co-branding;
Chapter - 11: Brand portfolio management;
Chapter - 12: Managing negative events for brands;
Chapter - 13: Luxury branding;
Chapter - 14: Sensory branding and neuromarketing;
Chapter - 15: Branding on social media and digital brand analytics;
Chapter - 16: Global and cross-cultural branding;

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• Vendas e gestão do marketing
• Estratégia de negócios
• Vendas e marketing

Strategic branding; Brand building; Brand positioning; Brand communication; Brand measurement; Brand engagement; Digital branding