DSpace at Indian Institute of Management Kozhikode >
3. Conference Proceedings >
Conference on Global Competition and Competitiveness of Indian Corporate >

Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/517

Title: Challenges and Opportunities of Brand Management and Brand Equality: A Competitive Edge
Authors: Rajasekar, N.
Mahendra babu, T.K.
Nalina, K.G.
Keywords: Branding
Brand Management
Brand Equity
Issue Date: 19-May-2007
Publisher: Indian Institute of Management Kozhikode
Abstract: Today, brands and other tangible assets represent a significant proportion of a company‚Äôs enterprise value. The traditional Approach to brand management is changing and their has been shift towards a new paradigm in the marketing organization .This emerging trend represents a more away from a system focuses on the individual brand manager, who is responsible for all the business activities that relate to ensuring the success of a specific brand. Branding identifies five major environmental forces affecting market behavior and suggests their implications for brand management. We pay some attention to interrelations among these forces and the proactive nature of brand management itself in helping shape them. Given dramatic changes in the competitive nature of product-markets and technology and their consequences in the evolving role of both distributors and facilitating organizations, it is understandable that decision processes and organizational structures used to make and implement ...
URI: http://hdl.handle.net/2259/517
Appears in Collections:Conference on Global Competition and Competitiveness of Indian Corporate

Files in This Item:

File Description SizeFormat
615-622.pdf173KbAdobe PDFView/Open

All items in DSpace are protected by copyright, with all rights reserved.


© Indian Institute of Management, Kozhikode, 2005-2006