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Branding in a Competitive Marketplace
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Branding in a Competitive Marketplace

First Edition
  • Rajat K. Baisya - Professor and Head (Retd.), Department of Management Studies, Indian Institute of Technology Delhi
Critical Acclaim


August 2013 | 262 pages | SAGE Publications Pvt. Ltd
In a fiercely competitive marketplace, brand marketers need innovative ideas and strategies that will make their brand stand out in a clutter and result in definite sales. Branding in a Competitive Marketplace discusses core issues in brand management-the concept of brand, its value, and its strategic management. It also covers brand extension, brand positioning, brand acquisition, and brand valuation and divestment as well as new models for successfully managing brands in a competitive business environment.

 

The book has numerous real-life examples from brands like Mortein, Kingfisher, Godrej, Canon, Ujala, and Nirula's to illustrate its points. It also includes live cases to highlight the elements of branding that made those brands successful. These cases also show how marketers methodically projected their brand's superiority over competitors' and succeeded in winning the consumer's mind-space. The book has been designed to provide brand marketers with systematic lessons on strategic thinking, strategic planning and strategic actions.

Foreword Walter Vieira

 
Foreword Santosh Desai

 
Preface

 
Introduction

 
Brand Management in Competitive Environment

 
Brand, its meaning, Value and Power

 
Building Brand Identity in Challenging Times

 
Building Brand Equity in Fiercely Competitive Environment

 
Brand Strategy and Brand Extension

 
Designing Marketing Programs to Build Brand Equity

 
Managing Brands over Time and Building Equity through Relationship

 
Brand Accounting and Brand Valuation

 
References

 
Appendix

 
Index

 

Written in a practical language which is easy to understand from a managerial viewpoint. The analysis contains a number of product and company level illustrations on different aspects of brand management. It is a good reference book for executives and management students. The book has been designed to provide brand marketers with systematic lessons on strategic thinking, strategic planning and strategic actions.

Vision, Vol 18, Issue 1, March 2014

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ISBN: 9788132110590
£15.99