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Branding and brand management [electronic resource] / T.C. Melewar and Sharifah Faridah Syed Alwi.

By: Melewar, T.C [spk]Contributor(s): Syed Alwi, Sharifah Faridah. (University of Malaya, Malaysia) [spk]Material type: FilmFilmSeries: Henry Stewart talksBusiness & management collection. Principles of marketing: Publisher: London : Henry Stewart Talks, 2012Description: 1 online resource (1 streaming video file (41 min.) : color, sound)Subject(s): Brand name products -- Management | Branding (Marketing)Online resources: Click here to access online | Series
Contents:
Contents: What is branding? -- Brand elements -- Brand association -- Brand image -- Perceived value -- Quality -- Brand management -- Building brand equity -- Sustaining the brand -- Key factors to branding -- Why branding? -- Why organisations brand -- New branding challenges -- Brand engagement.
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Animated audio-visual presentation with synchronized narration.

Title from title frames.

Contents: What is branding? -- Brand elements -- Brand association -- Brand image -- Perceived value -- Quality -- Brand management -- Building brand equity -- Sustaining the brand -- Key factors to branding -- Why branding? -- Why organisations brand -- New branding challenges -- Brand engagement.

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Mode of access: World Wide Web.

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