03411nam 22005655 450 991034185140332120200703155525.03-030-24933-610.1007/978-3-030-24933-5(CKB)4100000009374915(DE-He213)978-3-030-24933-5(MiAaPQ)EBC5905252(PPN)258306831(EXLCZ)99410000000937491520190925d2019 u| 0engurnn|008mamaatxtrdacontentcrdamediacrrdacarrierCompetitive Branding Strategies[electronic resource] Managing Performance in Emerging Markets /by Rajagopal1st ed. 2019.Cham :Springer International Publishing :Imprint: Palgrave Macmillan,2019.1 online resource (XXV, 288 p. 7 illus.) 3-030-24932-8 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.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 for all MBA students and scholars in marketing, especially those who seek to gain new insight in the rapidly changing global marketplace.Branding (Marketing)GlobalizationMarketsLeadershipBrandinghttps://scigraph.springernature.com/ontologies/product-market-codes/513070Emerging Markets/Globalizationhttps://scigraph.springernature.com/ontologies/product-market-codes/525010Business Strategy/Leadershiphttps://scigraph.springernature.com/ontologies/product-market-codes/515010Branding (Marketing).Globalization.Markets.Leadership.Branding.Emerging Markets/Globalization.Business Strategy/Leadership.658.827Rajagopalauthttp://id.loc.gov/vocabulary/relators/aut879365MiAaPQMiAaPQMiAaPQBOOK9910341851403321Competitive Branding Strategies1963617UNINA