Research Paper:

Brand Maintenance: The Secondary Research Way by Banerjee Arindam

Brand management: theoretical and practical approach by Rik Riezebos, bAS
Kist, and Gert Kootstra
Brand management: Indian context by Y. L. R. Moorthi
Consumer behavior by Leon G. Schiffman and Leslie Lazar Kanuk
Discovering what has already been discovered : why did your customer hire your
product? By Professor Clayton Christensen (for class discussion HBS)
Eager Sellers and stone buyers : Understanding the psychology of New product
Adoption by John T. Gourville
Books:
Emotional Branding: The New Paradigm for Connecting Brands to People by Marc
Gobe
The Brand Gap: How to Bridge the Distance Between Business Strategy and
Design by Marty Neumeier
The Perception of Quality: Mapping Product and Service Quality to Consumer
Perceptions by George N. Kenyon and Kabir C. Sen
Value Proposition Design: How to Create Products and Services Customers Want
by Yves Pigneur, Greg Bernarda, Alan Smith, Trish Papadakos Alex
Osterwalder
Websites:
http://www.brandingstrategyinsider.com/2009/09/brand-positioning-andperceptual-maps.html#.V63yffl97IU
https://www.hausmanmarketingletter.com/how-to-build-perceptual-maps/
https://www.boundless.com/business/textbooks/boundless-businesstextbook/product-and-pricing-strategies-15/product-packaging-and-branding99/brand-management-strategies-467-4691/
http://www.oxlearn.com/topic_Principles-of-Brand-Management_2_3