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 the test of time. It also expounds on building brand equity in challenging times, brand extension and brand strategy, as well as 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 promotion and digital marketing following a global marketing approach 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 and consultants.

Rajat K. Baisya is the former Professor and Head of the Department of Management Studies at Indian Institute of Technology, Delhi. He also served as Visiting Professor at Ecole Nationale des Ponts (ENPC) International Business School at Paris, National Polytechnical University (NPU) at Xian, China and Faculty of Logistics University of Maribor, Slovenia, amongst others in India and abroad. Prof Baisya has a very distinguished academic and professional record and has held very senior positions in large corporations and multinationals. He is the former President and CEO of Emami Group of Companies, Senior Vice President (Business Development) of Reckitt Benckiser, General Manager (Projects) of Escorts Ltd. and General Manager Corporate Planning of United Breweries Group, amongst many other senior leadership positions that he served in large companies. He has also served on the boards of North Eastern Development Finance Corporation (NEDFI), Rajasthan Electronics and Instruments Ltd. and Booker India Ltd. Prof Baisya is a Fellow of the Institution of Engineers (India), Indian Institute of Chemical Engineers, Institute of Management Consultants of India and World Academy of Productivity Sciences (Canada), as well as Academic Fellow of the International Council of Management Consulting Institutes (ICMCI). He is the Chairman and Managing Director of Strategic Consulting Group Pvt Ltd., Chairman of Frontier Agro Industries Pvt Ltd., President of Project and Technology Management Foundation and Vice President of Asia Pacific Federation of Project Management. Prof Rajat Baisya is a certified management consultant (CMC-Global) and also accredited Program Director and Accredited Portfolio Executive and is an internationally known business consultant who has executed prestigious assignments in India and abroad in large companies and multinationals. He has written 11 books and over 400 research papers and articles.