Competitive Branding Strategies

Managing Performance in Emerging Markets

  • Rajagopal

Table of contents

  1. Front Matter
    Pages i-xxv
  2. Understanding Market Competition

    1. Front Matter
      Pages 1-1
    2. Rajagopal
      Pages 39-72
    3. Rajagopal
      Pages 73-104
  3. Managing Brands

    1. Front Matter
      Pages 105-105
    2. Rajagopal
      Pages 107-141
    3. Rajagopal
      Pages 143-173
    4. Rajagopal
      Pages 175-191
    5. Rajagopal
      Pages 193-224
  4. Control and Measurements

    1. Front Matter
      Pages 225-225
    2. Rajagopal
      Pages 227-250
    3. Rajagopal
      Pages 251-284
  5. Back Matter
    Pages 285-288

About this book


Globalization has expanded the options for building brand strategies through social media, the internet, and in conventional approaches. Amidst increasing market competition, companies need to analyze their competitive choices to determine their brand equity in the marketplace. As such, it is necessary for companies to develop customer-focused brands to gain competitive advantage.

This book enhances knowledge on developing competitive brands in emerging markets, particularly the BRICS countries. It provides the necessary guidance with proven strategies for building successful brands, the decisions and options faced by brand managers, and the tools to manage brands effectively. It develops new dimensions on brand management strategies by analyzing best practices based on proven strategies. Readers will not only gain insight into international brand competition, but also into the organizational support necessary to build and manage a powerful brand. It is a necessary read for all MBA students and scholars in marketing, especially those who seek to gain new insight in the rapidly changing global marketplace.


Brand management Decision matrix Consumer behavior Market uncertainty and risk Performance measurement Market competition brand governance emerging markets distribution channels marketing channels marketing-mix product differentiation global value chains value creation

Authors and affiliations

  • Rajagopal
    • 1
  1. 1.EGADE Business SchoolMexico CityMexico

Bibliographic information