Branding in a competitive marketplace Baisya, Rajat K.

By: Baisya, Rajat K
Publisher: New Delhi Sage Publications 2013Description: xxxi, 229 p.ISBN: 9788132110590Subject(s): Branding (Marketing) | Brand name products | Strategic planningDDC classification: 658.827 Summary: In a fiercely competitive marketplace, brand marketers need innovative ideas and strategies that will make their brand stand out in a clutter and result in definite sales. 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. The book has numerous real-life examples from brands like Mortein, Kingfisher, Godrej, Canon, Ujala, and Nirula's to illustrate its points. It also includes live cases to highlight the elements of branding that made those brands successful. These cases also show how marketers methodically projected their brand's superiority over competitors' and succeeded in winning the consumer's mind-space. The book has been designed to provide brand marketers with systematic lessons on strategic thinking, strategic planning and strategic actions.
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Books Vikram Sarabhai Library
Slot 2179 (2 Floor, East Wing) Non-fiction 658.827 B2B7 (Browse shelf) Available 179329

In a fiercely competitive marketplace, brand marketers need innovative ideas and strategies that will make their brand stand out in a clutter and result in definite sales. 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.



The book has numerous real-life examples from brands like Mortein, Kingfisher, Godrej, Canon, Ujala, and Nirula's to illustrate its points. It also includes live cases to highlight the elements of branding that made those brands successful. These cases also show how marketers methodically projected their brand's superiority over competitors' and succeeded in winning the consumer's mind-space. The book has been designed to provide brand marketers with systematic lessons on strategic thinking, strategic planning and strategic actions.

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