Brand Management Building, Measuring and Managing Brand Equity

In an era where brands are pivotal to business success, understanding the intricacies of brand management is more critical than ever. This book, "Brand Management: Building, Measuring, and Managing Brand Equity," is a collaborative effort by a diverse group of scholars and practitioners who bring their unique insights and experiences to the forefront of brand management. The primary aim of this book is to provide a comprehensive framework for understanding brand equity—what it is, how it can be built, measured, and managed effectively. Brand equity is not just a buzzword; it represents a significant asset that can influence consumer behavior, drive sales, and enhance competitive advantage. Each chapter delves into various aspects of brand management, offering both theoretical foundations and practical applications.