Competitive Branding Strategies Managing Performance in Emerging Markets /

• Main Author: Rajagopal (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2019.
• Edition: 1st ed. 2019.
• Subjects: Branding (Marketing).; Globalization.; Markets.; Leadership.; Branding.; Emerging Markets/Globalization.; Business Strategy/Leadership.

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 necess...

Table of Contents:

• 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.