Branding in a Competitive Marketplace - Softcover

Baisya, Rajat K

9788132110590: Branding in a Competitive Marketplace

Softcover

ISBN 10: 8132110595 ISBN 13: 9788132110590

Publisher: SAGE Publications Pvt. Ltd, 2013

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.

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Review:

Written in a practical language which is easy to understand from a managerial viewpoint. The analysis contains a number of product and company level illustrations on different aspects of brand management. It is a good reference book for executives and management students. The book has been designed to provide brand marketers with systematic lessons on strategic thinking, strategic planning and strategic actions.

(Vision, Vol 18, Issue 1, March 2014)

About the Author:

Rajat K Baisya has served as a Senior Professor in Marketing, Strategic Management, International Business, and Project Management at the Department of Management Studies, Indian Institute of Technology, Delhi. He was the President and CEO of the Emami Group of Companies and Senior Vice President, Business Development of Reckitt Benckiser India Ltd. He has also been associated with companies like Escorts Ltd, United Breweries Group, Best Food International (Unilever Group) and Parle-Bisleri Group in very senior management capacities. He was a member of Research Management Board of International Project Management Association (IPMA), Switzerland and is on the editorial board of many international journals. He is the Chairman of Strategic Consulting Group Pvt. Ltd and Frontier Agro Industries Pvt. Ltd, and also a Director on the Board of North Eastern Development Finance Corporation Ltd. He has over 300 research publications and authored five books and is associated with numerous trade and professional bodies in India and abroad. He is the Founder President of Project and Technology Management Foundation. He is a consultant to many large Indian and multinational corporations.

Professor Baisya was the recipient of Gardner Award for the year 1974 and Dr J.S. Pruthi Award for the year 2001 for significant contribution to the processed food industry in India. He received the Commendation Award of National Institute of Management and Technology for 2002 for significant contribution in corporate turnaround strategy. He has recently won the Best Professor of Marketing Management Award from Bloomberg UTV.

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