Competitive Branding Strategies

Managing Performance in Emerging Markets
1. Auflage 2019
ISBN: 978-3-030-24935-9
Verlag: Springer International Publishing

Buch, Englisch, 288 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 411 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Rajagopal

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft Wirtschaftliche Globalisierung
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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.

Über Autor(innen)

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.