Competitive Branding Strategies: Managing Performance in Emerging Markets

ISBN-13: 9783030249359 / Angielski / Miękka / 2020 / 288 str.

Rajagopal

Opis

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.

Spis treści

Table of Contents

 

Part 1: Understanding Market Competition

            Chapter 1: Managing brands in Competitive Marketplaces

            Chapter 2: Branding Decisions

            Chapter 3: Brand Positioning and Value creation

 

Part 2: Managing Brands

Chapter 4: Branding Strategy

Chapter 5: Brand Portfolio Management

Chapter 6: New Trends in Brand Management

Chapter 7: Branding in Emerging Markets

 

Part 3: Control and Measurement

            Chapter 8: Brand-Market Risks

            Chapter 9: Brand Audit

 

O autorze

Dr. Rajagopal is Professor of Marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus and Life Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also Visiting Professor at Boston University, USA. He has authored 58 books and over 400 research papers. Rajagopal is Editor of several academic journals.