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Branding in a Competitive Marketplace
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Branding in a Competitive Marketplace

Critical Acclaim


May 2013 | 262 pages | SAGE Response
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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Rajat K. Baisya

Rajat K Baisya has served as a Senior Professor in Marketing, Strategic Management, International Business, and Project Management at the Department of Management Studies, Indian Institute of Technology, Delhi. He was the President and CEO of the Emami Group of Companies and Senior Vice President, Business Development of Reckitt Benckiser India Ltd. He has also been associated with companies like Escorts Ltd, United Breweries Group, Best Food International (Unilever Group) and Parle-Bisleri Group in very senior management capacities. He was a member of Research Management Board of International Project Management Association (IPMA),... More About Author

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ISBN: 9788132110590
₹625.00