Strategic Brand Management

This edition delivers a comprehensive and up-to-date approach to managing brand equity through the well-known Customer-Based Brand Equity (CBBE) framework. It includes a brand-new chapter titled “Branding in the Digital Era”, addressing contemporary topics such as attribution modeling, social listening, influencer marketing, digital platform brands, bicultural consumer engagement, and managing crises in the age of social media. The book blends global branding examples (e.g. Amazon, Apple, Google) with insights on iconic Indian brands like Amul, Dabur, Old Monk, Royal Enfield, Lenskart, and Paytm—offering valuable real-world context for students and practitioners of marketing.