Strategic Brand Management

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 test of the time. It also expounds on building brand equity in challenging times, brand extension, brand strategy as well 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 and digital marketing, 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.

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.