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Managing Brands in Competitive Marketplaces

In: Competitive Branding Strategies

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  • Rajagopal

    (EGADE Business School)

Abstract

Brands are critical to markets, while customers are critical to brands. Hence, companies should design customer-centric brands and offer value-based brand services to customers to gain high brand equity and brand value. Companies continuously innovate brands to offer competitive differentiation against rival brands in the marketplace, in order to provide value enhancement on brands to the customers. Success of a brand strategy is based on innovation and competitive differentiation that stays for the long term. Most emerging companies need to brand an innovation and position it competitively in the marketplace. Brands can make all the difference in the market if they are managed properly against competing brands. Brands should reveal value, exhibit image, build personality, and enhance brand equity in the market. A brand is an integral part of a coherent strategy, supported by actively managed and adequately governed brand-building programs.

Suggested Citation

  • Rajagopal, 2019. "Managing Brands in Competitive Marketplaces," Springer Books, in: Competitive Branding Strategies, chapter 0, pages 3-37, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-24933-5_1
    DOI: 10.1007/978-3-030-24933-5_1
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    Cited by:

    1. Vargas, Paola & Tien, Iris, 2023. "Impacts of 5G on cyber-physical risks for interdependent connected smart critical infrastructure systems," International Journal of Critical Infrastructure Protection, Elsevier, vol. 42(C).
    2. Slapničar, Sergeja & Axelsen, Micheal & Bongiovanni, Ivano & Stockdale, David, 2023. "A pathway model to five lines of accountability in cybersecurity governance," International Journal of Accounting Information Systems, Elsevier, vol. 51(C).

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