Overview
- Enhances knowledge on branding strategies, internal and external fit in the company to develop competitive brands, and growing brand leadership in the market
- Delineates the process of linking different constituents of brand management to business performance
- Covers complex elements of branding, analyzing behavioral theories, fundamentals of market competition, and risk analysis in branding
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Table of contents (9 chapters)
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Front Matter
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Understanding Market Competition
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Front Matter
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Managing Brands
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Front Matter
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Control and Measurements
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Front Matter
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Back Matter
Keywords
About this book
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.
Authors and Affiliations
About the author
Dr. Rajagopal is Professor of Marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus and Life Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also Visiting Professor at Boston University, USA. He has authored 58 books and over 400 research papers. Rajagopal is Editor of several academic journals.
Bibliographic Information
Book Title: Competitive Branding Strategies
Book Subtitle: Managing Performance in Emerging Markets
Authors: Rajagopal
DOI: https://doi.org/10.1007/978-3-030-24933-5
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG 2019
Hardcover ISBN: 978-3-030-24932-8Published: 08 October 2019
Softcover ISBN: 978-3-030-24935-9Published: 08 October 2020
eBook ISBN: 978-3-030-24933-5Published: 25 September 2019
Edition Number: 1
Number of Pages: XXV, 288
Number of Illustrations: 7 b/w illustrations
Topics: Branding, Emerging Markets/Globalization, Business Strategy/Leadership