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Competitive Branding Strategies: Managing Performance in Emerging Markets

Autor Rajagopal
en Limba Engleză Hardback – 8 oct 2019
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 forall MBA students and scholars in marketing, especially those who seek to gain new insight in the rapidly changing global marketplace.

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Specificații

ISBN-13: 9783030249328
ISBN-10: 3030249328
Pagini: 294
Ilustrații: XXV, 288 p. 7 illus.
Dimensiuni: 148 x 210 mm
Greutate: 0.53 kg
Ediția:1st ed. 2019
Editura: Springer International Publishing
Colecția Palgrave Macmillan
Locul publicării:Cham, Switzerland

Cuprins

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.

Notă biografică

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.

Textul de pe ultima copertă

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 forall MBA students and scholars in marketing, especially those who seek to gain new insight in the rapidly changing global marketplace.


Caracteristici

Enhances knowledge on branding strategies, internal and external fit in the company to develop competitive brands, and growing brand leadership in the market Delineates the process of linking different constituents of brand management to business performance Covers complex elements of branding, analyzing behavioral theories, fundamentals of market competition, and risk analysis in branding