JIBR Special Issue on Branding

Annotation

This e-book is an outcome of the Second International Conference on Brand Management (ICBM), hosted by the Institute of Management Technology (IMT), Ghaziabad in collaboration with the University of Greenwich. ICBM 2010 emphasized on the role of corporate brand identity in successful strategic branding. With the kind of developments that one is witnessing in the global market space, corporate brand reputation is the key to sustainable branding by businesses. The special issue carries four papers focusing on various aspects of branding in diverse industries in India. Yet, what is common between all is that each maps the brand image based on consumer/employee perceptions and finally concludes with their implications on the corporate image. This issue educates the readers on the best practices and performance of a lifestyle brand, the India tourism brand, retail store brand and a business to business (B2B) brand.