Branding in a competitive marketplace / Rajat K. Baisya.

Format:

Book

Author/Creator:

Baisya, Rajat K., author.

Language:

English

Subjects (All):

Branding (Marketing).

Brand name products.

Strategic planning.

Physical Description:

1 online resource (263 p.)

Place of Publication:

Thousand Oaks, California : SAGE, 2013.

Language Note:

English

Summary:

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.

Contents:

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.

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

81-321-1750-6

81-321-1631-3

OCLC:

952248680