In a fiercely competitive marketplace, brand marketers need innovative ideas and strategies that will make their brand stand out of the 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.
