ISBN 9788132110590,Branding in a Competitive Marketplace

Branding in a Competitive Marketplace



SAGE Publications Ltd

Publication Year 2013

ISBN 9788132110590

ISBN-10 8132110595


Number of Pages 268 Pages
Language (English)


In a fiercely competitive marketplace, brand marketers need innovative ideas and strategies that will make their brand stand out in a clutter and result in definite sales. Branding in a Competitive Marketplace discusses core issues in brand management the concept of brand, its value, and its strategic management. It also covers brand extension, brand positioning, brand acquisition, and brand valuation and divestment as well as new models for successfully managing brands in a competitive business environment. The book has numerous real-life examples from brands like Mortein, Kingfisher, Godrej, Canon, Ujala, and Nirulas to illustrate its points. It also includes live cases to highlight the elements of branding that made those brands successful. These cases also show how marketers methodically projected their brands superiority over competitors and succeeded in winning the consumers mind-space. The book has been designed to provide brand marketers with systematic lessons on strategic thinking, strategic planning and strategic actions. Table of Contents Foreword Preface Introduction Brand Management in Competitive Environment Brand, its meaning, Value and Power Building Brand Identity in Challenging Times Building Brand Equity in Fiercely Competitive Environment Brand Strategy and Brand Extension Designing Marketing Programs to Build Brand Equity Managing Brands over Time and Building Equity through Relationship Brand Accounting and Brand Valuation References Appendix Index