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Competitive Branding Strategies = Managing Performance in Emerging Markets /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Competitive Branding Strategies/ by Rajagopal.
Reminder of title:	Managing Performance in Emerging Markets /
Author:	Rajagopal.
Description:	XXV, 288 p. 7 illus.online resource. :
Contained By:	Springer Nature eBook
Subject:	Branding (Marketing). -
Online resource:	https://doi.org/10.1007/978-3-030-24933-5
ISBN:	9783030249335

Competitive Branding Strategies = Managing Performance in Emerging Markets /
Rajagopal.

Competitive Branding StrategiesManaging Performance in Emerging Markets /[electronic resource] :by Rajagopal. - 1st ed. 2019. - XXV, 288 p. 7 illus.online resource.

Part I Understanding Market Competition -- 1. Managing Brands in Competitive Marketplaces -- 2. Branding Decisions -- 3. Brand Positioning and Value Creation -- Part II Managing Brands -- 4. Branding Strategy -- 5. Brand Portfolio Management -- 6. New Trends in Brand Management -- 7. Branding in Emerging Markets -- 8. Brand-Market Risks -- 9. Brand Audit.

Globalization has expanded the options for building brand strategies through social media, the internet, and in conventional approaches. Amidst increasing market competition, companies need to analyze their competitive choices to determine their brand equity in the marketplace. As such, it is necessary for companies to develop customer-focused brands to gain competitive advantage. This book enhances knowledge on developing competitive brands in emerging markets, particularly the BRICS countries. It provides the necessary guidance with proven strategies for building successful brands, the decisions and options faced by brand managers, and the tools to manage brands effectively. It develops new dimensions on brand management strategies by analyzing best practices based on proven strategies. Readers will not only gain insight into international brand competition, but also into the organizational support necessary to build and manage a powerful brand. It is a necessary read for all MBA students and scholars in marketing, especially those who seek to gain new insight in the rapidly changing global marketplace.

ISBN: 9783030249335

Standard No.: 10.1007/978-3-030-24933-5doiSubjects--Topical Terms:

571741
Branding (Marketing).

LC Class. No.: HF5415.1255

Dewey Class. No.: 658.827

Competitive Branding Strategies = Managing Performance in Emerging Markets /
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