03407nam 22006375 450 991034185140332120240701113607.09783030249335303024933610.1007/978-3-030-24933-5(CKB)4100000009374915(DE-He213)978-3-030-24933-5(MiAaPQ)EBC5905252(PPN)258306831(Perlego)3491502(EXLCZ)99410000000937491520190925d2019 u| 0engurnn|008mamaatxtrdacontentcrdamediacrrdacarrierCompetitive Branding Strategies 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.) 9783030249328 3030249328 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 forall MBA students and scholars in marketing, especially those who seek to gain new insight in the rapidly changing global marketplace.Branding (Marketing)International economic integrationGlobalizationStrategic planningLeadershipBrandingEmerging Markets and GlobalizationBusiness Strategy and LeadershipBranding (Marketing)International economic integration.Globalization.Strategic planning.Leadership.Branding.Emerging Markets and Globalization.Business Strategy and Leadership.658.827658.827Rajagopalauthttp://id.loc.gov/vocabulary/relators/aut879365MiAaPQMiAaPQMiAaPQBOOK9910341851403321Competitive Branding Strategies1963617UNINA