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Competitive branding strategiesmanag...
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Rajagopal.
Competitive branding strategiesmanaging performance in emerging markets /
紀錄類型:
書目-電子資源 : Monograph/item
正題名/作者:
Competitive branding strategiesby Rajagopal.
其他題名:
managing performance in emerging markets /
作者:
Rajagopal.
出版者:
Cham :Springer International Publishing :2019.
面頁冊數:
xxv, 288 p. :ill., digital ;24 cm.
Contained By:
Springer eBooks
標題:
Branding (Marketing)
電子資源:
https://doi.org/10.1007/978-3-030-24933-5
ISBN:
9783030249335$q(electronic bk.)
Competitive branding strategiesmanaging performance in emerging markets /
Rajagopal.
Competitive branding strategies
managing performance in emerging markets /[electronic resource] :by Rajagopal. - Cham :Springer International Publishing :2019. - xxv, 288 p. :ill., digital ;24 cm.
Part I Understanding Market Competition -- 1. Managing Brands in Competitive Marketplaces -- 2. Branding Decisions -- 3. Brand Positioning and Value Creation -- Part II Managing Brands -- 4. Branding Strategy -- 5. Brand Portfolio Management -- 6. New Trends in Brand Management -- 7. Branding in Emerging Markets -- 8. Brand-Market Risks -- 9. Brand Audit.
Globalization has expanded the options for building brand strategies through social media, the internet, and in conventional approaches. Amidst increasing market competition, companies need to analyze their competitive choices to determine their brand equity in the marketplace. As such, it is necessary for companies to develop customer-focused brands to gain competitive advantage. This book enhances knowledge on developing competitive brands in emerging markets, particularly the BRICS countries. It provides the necessary guidance with proven strategies for building successful brands, the decisions and options faced by brand managers, and the tools to manage brands effectively. It develops new dimensions on brand management strategies by analyzing best practices based on proven strategies. Readers will not only gain insight into international brand competition, but also into the organizational support necessary to build and manage a powerful brand. It is a necessary read for all MBA students and scholars in marketing, especially those who seek to gain new insight in the rapidly changing global marketplace.
ISBN: 9783030249335$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
Competitive branding strategiesmanaging performance in emerging markets /
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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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