Competitive Branding Strategies : Managing Performance in Emerging Markets （2019）

Rajagopal

Springer Nature Switzerland AG（2020/10発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 288 p.
• 言語 ENG
• 商品コード 9783030249359
• DDC分類 658.827

Full Description

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.

Contents

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.