LEADER 03411nam 22005655 450 001 9910341851403321 005 20200703155525.0 010 $a3-030-24933-6 024 7 $a10.1007/978-3-030-24933-5 035 $a(CKB)4100000009374915 035 $a(DE-He213)978-3-030-24933-5 035 $a(MiAaPQ)EBC5905252 035 $a(PPN)258306831 035 $a(EXLCZ)994100000009374915 100 $a20190925d2019 u| 0 101 0 $aeng 135 $aurnn|008mamaa 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aCompetitive Branding Strategies$b[electronic resource] $eManaging Performance in Emerging Markets /$fby Rajagopal 205 $a1st ed. 2019. 210 1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Macmillan,$d2019. 215 $a1 online resource (XXV, 288 p. 7 illus.) 311 $a3-030-24932-8 327 $aPart 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. 330 $aGlobalization 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. 606 $aBranding (Marketing) 606 $aGlobalization 606 $aMarkets 606 $aLeadership 606 $aBranding$3https://scigraph.springernature.com/ontologies/product-market-codes/513070 606 $aEmerging Markets/Globalization$3https://scigraph.springernature.com/ontologies/product-market-codes/525010 606 $aBusiness Strategy/Leadership$3https://scigraph.springernature.com/ontologies/product-market-codes/515010 615 0$aBranding (Marketing). 615 0$aGlobalization. 615 0$aMarkets. 615 0$aLeadership. 615 14$aBranding. 615 24$aEmerging Markets/Globalization. 615 24$aBusiness Strategy/Leadership. 676 $a658.827 700 $aRajagopal$4aut$4http://id.loc.gov/vocabulary/relators/aut$0879365 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910341851403321 996 $aCompetitive Branding Strategies$91963617 997 $aUNINA