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Branding in a Competitive Marketplace.

Author: Rajat K Baisya
Publisher: New Delhi : SAGE Publications, 2013.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Baisya, Rajat K.
Branding in a Competitive Marketplace.
New Delhi : SAGE Publications, 2013
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Rajat K Baisya
ISBN: 9788132117506 8132117506
OCLC Number: 952248680
Description: 1 online resource (263 pages)
Contents: Foreword Walter Vieira Foreword Santosh Desai 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

Abstract:

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  Read more...

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Written in a practical language which is easy to understand from a managerial viewpoint. The analysis contains a number of product and company level illustrations on different aspects of brand Read more...

 
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