Strategic Brand Management : Surviving the Competitive Environment (Paperback)

Foreword by Santosh Desai? ?Foreword by Walter Vieira??Preface??Acknowledgements? ?Introduction?1. Brand Management in Competitive Environment?2. Brand, its meaning, value and Power?3. Building Brand Identity-in Challenging Times?4. Building Brand Equity in Fiercely Competitive Marketplace?5. Branding Strategy and Brand Extension?6. Designing Marketing Programs to Build Brand Equity?7. Building Brand over Time and Equity Through Relationship?8. Building Global Brand in Digital Era?9. Brand Accounting and Brand Valuation