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TABLE OF CONTENTS16 sections

Introduction to Brand Management

01Introduction to Brand Management 02Foundations And Scope Of Brand Management 03Brand Value And Stakeholder Perspectives 04Consumer Psychology And Brand Meaning 05Brand Research And Market Insight 06Brand Identity And Brand Elements 07Brand Positioning And Value Propositions 08Brand Equity Theories And Models 09Brand Architecture And Portfolio Management 10Brand Building Programs And Marketing Decisions 11Integrated Brand Communication And Touchpoints 12Customer Experience Relationships And Communities 13Digital Branding Platforms And Artificial Intelligence 14Brand Measurement Analytics And Decision Making 15Brand Growth Globalization And Lifecycle Management 16Brand Governance Ethics And Future Developments

Chapter 6

Brand Positioning And Value Propositions

PREVIOUS SECTIONBrand Identity And Brand Elements UP NEXTBrand Equity Theories And Models

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