Name: Branding in a Competitive Marketplace
Brand: Atlantic Publishers & Distributors (P) Ltd
SKU: 9788126936342
Price: 697.0 INR
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Branding in a Competitive Marketplace

by Rajat K. Baisya

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ISBN13: 9788126936342
Binding: Hardcover
Subject: Business Management
Publisher: Atlantic Publishers & Distributors (P) Ltd
Publisher Imprint: Atlantic
Publication Date: March 6, 2024
Pages: 261
Original Price: INR 995.0
Language: English
Edition: N/A
Item Weight: 600 grams
BISAC Subject(s): General

About The Book

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

About The Author

Rajat K. Baisya is an internationally well-known business consultant and has held senior leadership positions in large companies and served on the boards of many public sector undertakings and multinationals.

Table of Contents

List of Tables | ix
List of Figures | xi
List of Abbreviations | xiii
Foreword by Walter Vieira | xvii
Foreword by Santosh Desai | xxi
Preface | xxiii
Acknowledgments | xxv
Introduction | xxvii
1. Brand Management in Competitive Environment | 1
2. Brand, its Meaning, Value, and Power | 14
3. Building Brand Identity in Challenging Times | 46
4. Building Brand Equity in Fiercely Competitive Environment | 72
5. Branding Strategy and Brand Extension | 96
6. Designing Marketing Programs to Build Brand Equity | 129
7. Managing Brands over Time and Building Equity through Relationships | 156
8. Brand Accounting and Brand Valuation | 196
Appendix | 217
References | 221
Index | 225
About the Author

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