Competitive Branding Strategies Managing Performance in Emerging Markets 1st Edition by Rajagopal ISBN 3030249328 978-3030249328

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Product details:

ISBN 10: 3030249328 

ISBN 13: 978-3030249328

Author:  Rajagopal 

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.

Table of contents: 

1. Managing Brands in Competitive Marketplaces

2. Branding Decisions

3. Brand Positioning and Value Creation

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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Tags: Rajagopal, Competitive Branding Strategies, Managing Performance, Emerging Markets