Strategic Brand Management : Surviving the Competitive Environment

The book comprehensively covers the subject of brand management in a fiercely competitive market environment.In an age in which brand is the most valuable asset in a business, the book discusses, with illustrations, the process of building and protecting brands, what it takes for a popular name to become a brand, and then, a power brand. With relevant case studies and examples, particularly of fast-moving consumer goods (FMCG), this volume provides strategic directions and lessons for creating and developing brands that can stand test of the time.It also expounds on building brand equity in challenging times, brand extension, brand strategy as well brand accounting and valuation.The book also covers strategies for building service brands -- marketing strategies and processes have changed over time with technology and brands now must be built through social media and digital marketing, which is discussed comprehensively with cases in this title. The book will be useful to students and teachers of Marketing, Advertising and Brand Management, Business Studies, Business Communication, Media and Journalism and Public Relations.It will also be an invaluable resource for brand marketers and practitioners.