Foreword Walter Vieira
Foreword Santosh Desai
Preface
Introduction
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
References
Appendix
Index

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, brand positioning, brand acquisition, and brand 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, strategic planning and strategic actions.