1st Edition
Strategic Brand Management Surviving the Competitive Environment
Foreword by Santosh Desai Foreword by Vijay K Rekhi Foreword by Walter Vieira Preface Acknowledgements Introduction 1. Brand Management in Competitive Environment 2. Brand, Its Meaning, Value and Power 3. Developing Brand Identity-in Challenging Times 4. Building Brand Equity in Fiercely Competitive Environment 5. Brand Building Strategy and Brand Extension 6. Designing Marketing Programs for Building Brand Equity 7. Managing Brand and Building Brand Equity Through Relationships 8. Brand Accounting and Brand Valuation 9. Building Global Brand in Digital Era Conclusions And Key Learning Appendix
Biography
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 among others in India and abroad. Prof Baisya has got a very distinguished academic and professional records and has held very senior positions in large corporations and multinationals. He is the former President & CEO of Emami Group of Companies, Senior Vice President (Business Development) of Reckitt Benckiser, General Manager (Projects) of Escorts Ltd, General Manager -Corporate Planning of United Breweries Group among many other senior positions that he served in large companies. He has also served on the board of North Eastern Development Finance Corporation (NEDFI), Rajasthan Electronics and Instruments Ltd, Booker India Ltd, Prof Baisya is a Fellow of Institution of Engineers, Indian Institute of Chemical Engineers, Institute of Management Consultants of India, World Academy of Productivity Sciences (Canada) as well as Academic Fellow of 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 & Technology Management Foundation, and Vice President of Asia Pacific Federation of Project Management. Prof Rajat Baisya is an internationally well-known business consultant executed some prestigious assignments in India and abroad in large companies and multinationals. He has written 10 books and over 400 research papers and articles.
