Branding in a competitive marketplace / Rajat K. Baisya.
By: Baisya, Rajat KCall number: 658.827 B163B Material type: BookPublisher: New Delhi : Sage Response, 2013. Description: xxxi, 229 p. : charts.ISBN: 9788132110590 (pbk.).Subject(s): Branding (Marketing) | Brand name products | Strategic planning
Brand management in competitive environment -- Brand, its meaning, value, and power -- Building brand identity in challenging times -- Building brand equity in fiercely competitive environment -- Branding strategy and brand extension -- Designing marketing programs to build brand equity -- Managing brands over time and building equity through relationships -- Brand accounting and brand valuation.