Donated by: Varsha Jain

Summary: The second book in the ICBM series, Brand Research is an outcome of the 2nd International Conference on Brand Management. The first conference inspired and initiated a huge debate on “brand” which motivated the team for creating a second platform to take.

Contents:

CORPORATE BRANDING 1. G-Branding and Sustainability of Corporations - A Sandip Anand
2. Study of the Link between Brand Personality and Brand Loyalty with Special Reference to Corporate Branding Strategies in a Changing Indian Market Environment - Renuka S. Nifadkar
3. Importance of Brand Equity and Distribution in Competitive Business Environment — An Indian Case Studies Approach — Shamindra Nath Sanyal and Asok Kumar Banerjee
DESTINATION BRANDING
4. Branding India — A Content Analysis of the Incredible India Campaign Subhadip Roy and Subhalaxmi Mohapatra —
5. Scotland Tourism Brand Loch Ness — An Insight — Manaswini Acharya Seven Sisters of India
6. Construction of a Tool for Destination Branding: The Case of — Omkumar Krishnan and Lubna Nafees
BRAND CULTURE AND BRAND COMMUNICATION
7. Launching a Youth Apparel Brand Jonathan West New York — Do Zina Taran, Joe Rosetti and Ed Dombroski
8. Do Consumers Perceive Differences between a US Global Brand and Domestic Brand? A Consumer-based Brand Equity Analysis in Indian Teenage Apparel Market —Satya Bhushan Dash and Ravi Shekhar Kumar
9. Insight on Celebrity Endorsement: Consumers Perspective Varsha Jain, Aarzoo Daswani and Abhishek Kumar
10. Perceptual Variations of Brand Images and Usage Pattern Across Different Demographic Segments in Mobile Handset Market ~ Gemini V. Joy
BRANDING OF SERVICES AND BRAND VALUATION
11. Islamic Banking Marketing Services: Brand Perceptions and Implications - Khaliq Ahmad and Ghulam Ali Rustam
12. Influence of Technical Support on Brand Image among B2B Customers - Thomas Varghese
13. The Polytheism of Branding: Evaluating Brands through their Worship - Jon A.J. Wilson and Jonathan Liu
BRANDING OF ENTREPRENEURIAL VENTURES AND BRAND SEMIOTICS
14. Awareness towards Brand Equity among Small Entrepreneurs in Food Industry: A Case Study of Malay Entrepreneurs in Terengganu, Malaysia - Zainuddin Zakaria and Wan Asri Wan Abdul Aziz
15. Branding in Small and Medium Entrepreneurial Ventures - - Nandita Verma, Ashish Pareek and B.P. Saraswat
16. Music and Brand Experience in Retail Stores Rajnish Jain and Shilpa Bagdare