竞争市场中的品牌建设

English | ISBN: 8132110595 | 2013 | 262 pages | EPUB | 3 MB

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.

在竞争激烈的市场中，品牌营销人员需要创新的想法和策略来使他们的品牌脱颖而出，在杂乱中产生确定的销售。《竞争市场的品牌管理》讨论了品牌管理的核心问题——品牌的概念、价值及其战略管理。它还涵盖了品牌扩展、品牌定位、品牌收购、品牌估值与剥离以及在竞争性商业环境中成功管理品牌的新模型。 本书包含了许多来自Mortein、Kingfisher、Godrej、Canon、Ujala和Nirula's等品牌的实际生活例子来说明其观点。此外，还包括了真实案例来突出使这些品牌成功的品牌元素。这些案例也展示了营销人员如何有条理地预测其品牌胜过竞争对手，并成功占领消费者的心智空间。这本书旨在为品牌营销人员提供系统性的战略思考、规划和行动的教训。

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