TY  - BOOK
AU  - Baisya, Rajat K., author. 
TI  - Branding in a competitive marketplace
SN  - 9788132110590
AV  - CIR HF 5415.1255 B35 2013
U1  - CIR 658.827  20
PY  - 2013///
CY  - Los Angeles : 
PB  - SAGE, 
KW  - Branding (Marketing)
KW  - Brand name products.
KW  - Strategic planning.
N1  - Includes bibliographical references and index; Brand management in competitive environment
Brand, its meaning, value, and power
Building brand identity in challenging times
Building brand equity in fiercely competitive environment
Brand strategy and brand extension
Designing marketing programs to build brand equity
Managing brands over time and building equity through
Relationship
Brand accounting and brand valuation

N2  - 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
ER  -