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Brand Management

Brand Management by Sadhna Mallik
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Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favourable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount.
Book Enclave; January 2009
315 pages; ISBN 9789350439791
Read online, or download in secure PDF format
Title: Brand Management
Author: Sadhna Mallik
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