In a fiercely competitive marketplace, brand marketers need innovative ideas and
strategies that will make their brand stand out in a clutter and result in definite sales.
Branding in a Competitive Marketplace discusses core issues in brand
management—the concept of brand, its value and its strategic management. It also
covers brand extension, positioning, acquisition, valuation and divestment as well as
new models for successfully managing brands in a competitive business
environment.
The book has numerous real-life examples from brands like Mortein, Kingfisher,
Godrej, Canon, Ujala and Nirula’s to illustrate its points. It also includes live cases to
highlight the elements of branding that made those brands successful. These cases
also show how marketers methodically projected their brand’s superiority over
competitors’ and succeeded in winning the consumer’s mind-space. The book has
been designed to provide brand marketers with systematic lessons on strategic
thinking, planning and actions.
"This is a very complete book on Branding, covering the entire spectrum. In addition to
compressing much of the knowledge on the subject into about 250 pages, Rajat Baisya
has been able to include a large number of cases from India, and shown the
application of theory to practice in the local context. It makes the book particularly
valuable to students of Marketing in India, and to all those from the industry in India or
overseas, who are interested in the marketing scenario in this vast and complex
subcontinent."
—Walter Vieira
President, Marketing Advisory Services Group, India
"The timing is just right for an updated academic consolidation on branding drawn
from Indian examples as most categories are now witnessing rapid growth. While
being largely an under-branded market so far, Indian consumers are on their way to
becoming highly brand conscious as brand choice proliferates. Brand managers and
branding experts have an opportunity to conceive new brands across categories and
consumer segments. Indian entrepreneurs are keener than ever to create, grow, and
protect the economic value of business with brands. More global brands have evolved
in India with specific brand strategies. This book comprehensively discusses key
branding concepts in eight chapters, from new brand conception to brand valuation.
Written in a lucid and accessible style, the academic body of the text has a marketer’s
soul. Appropriately punctuated with relevant cases from fast moving consumer goods
(FMCG), it offers an inside view of the applied world of branding."
—Santosh Desai
Managing Director and Chief Executive Officer, Futurebrands Limited
