About the Book
The purpose of this revised edition is to elaborate the main issues of managing brand equity. In order to achieve this purpose, author examines conceptual evolution of brand equity; framework of managing brand equity; and different ways to leverage and measure brand equity. In this thought-provoking work, Paul Martin, an international authority on brand management and marketing, provides the most comprehensive model for strategic brand management to date. With hundreds of examples and case studies of brands throughout the world, Martin deals with the very essence and culture of branding and provides an overall philosophy for every aspect of brand management.
About the Author
Paul Martin completed his higher education from Texas University and continued as a Marketing Researcher for different International companies. He is at present busy in advertising and sales promotion for Reebok and Nike. He is focused on Indian market and working for different Indian companies. He takes time to pen certain valuable books on his area and already five books have flooded international market with huge readership response. The present book is not a theoretical work rather a practical methodology on how to manage Brand and Equity in the global village.