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Competitive branding strategiesmanag...

Rajagopal.

Competitive branding strategiesmanaging performance in emerging markets /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Competitive branding strategiesby Rajagopal.
Reminder of title:	managing performance in emerging markets /
Author:	Rajagopal.
Published:	Cham :Springer International Publishing :2019.
Description:	xxv, 288 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	Branding (Marketing)
Online resource:	https://doi.org/10.1007/978-3-030-24933-5
ISBN:	9783030249335$q(electronic bk.)

Competitive branding strategiesmanaging performance in emerging markets /
Rajagopal.

Competitive branding strategiesmanaging performance in emerging markets /[electronic resource] :by Rajagopal. - Cham :Springer International Publishing :2019. - xxv, 288 p. :ill., digital ;24 cm.

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$q(electronic bk.)

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

266407
Branding (Marketing)

LC Class. No.: HF5415.1255 / .R353 2019

Dewey Class. No.: 658.827

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245 1 0 $a Competitive branding strategies $h [electronic resource] : $b managing performance in emerging markets / $c by Rajagopal.
260 $a Cham : $b Springer International Publishing : $b Imprint: Palgrave Macmillan, $c 2019.
300 $a xxv, 288 p. : $b ill., digital ; $c 24 cm.
505 0 $a 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.
520 $a 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.
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650 0 $a Strategic planning. $3 191522
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650 2 4 $a Emerging Markets/Globalization. $3 557943
650 2 4 $a Business Strategy/Leadership. $3 524336
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856 4 0 $u https://doi.org/10.1007/978-3-030-24933-5
950 $a Business and Management (Springer-41169)