Branding in a Competitive Marketplace.

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, brand positioning, brand acquisition, and brand valuation and divestment as well as new models for successfully managing bran...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Baisya, Rajat K.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New Delhi : SAGE Publications, 2013.
Temas:
Branding (Marketing)
Brand name products.
Strategic planning.
Stratégie de marque.
Produits de marque.
Planification stratégique.
branding.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Brand name products
Strategic planning
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Brand management in competitive environment
  • Brand, its meaning, value, and power
  • Building brand identity in challenging times
  • Building brand equity in fiercely competitive environment
  • Brand strategy and brand extension
  • Designing marketing programs to build brand equity
  • Managing brands over time and building equity through
  • Relationship
  • Brand accounting and brand valuation.

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