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Competitive branding strategies = ma...

Rajagopal.

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Competitive branding strategies = managing performance in emerging markets /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Competitive branding strategies/ by 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.
內容註:	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.
Contained By:	Springer eBooks
標題:	Branding (Marketing) -
電子資源:	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. - 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

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

625366
Branding (Marketing)

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

Dewey Class. No.: 658.827

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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.
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