Brands are wealth generators of the 21st century. With this in mind 'Brand Management' focuses on the key decision areas of competition and brand, concept of brand, brand equity, brand over time and branding strategies. The theoretical constructs are illustrated using case studies.
The aspects of marketing surrounding a brand, like advertising, sales promotion and distribution, can mislead and confuse brand builders. Branding Simplified: Plans to Payoffs aims to dispel the cloud of these peripheral issues and clarify the foundations on which strong brands are built, with a distinct focus on the higher-order connect between the prospects and the brands. With the help of India-based examples and illustrations, the book analyses why brands have become indispensable in our lives. It communicates the key concepts of branding and branding strategy with an optimum degree of lucidity. The book focuses on the following important branding challenges: " Brand meaning " Brand vision " Brand transformation " Brand value in higher orbits " Brand strategy " Leveraging the brand " Brand adjustments The book will be immensely helpful to professionals in the fields of marketing, advertising, consulting, strategy, and so on, and to entrepreneurs. Teachers and students of business management, advertising and branding will find it an incisive and exhaustive text on brand-building and brand management.
India now plays an important role on the global stage. Its political clout has increased along with its economic and military growth. Considered a balancing power in Asia-Pacific, it is also seen as democratically in the West even as it challenges it on issues such as non-proliferation andglobal trade.This volume provides a comprehensive overview of Indian foreign policy today. It looks at the range of factors that are shaping India's foreign policy, from domestic politics to material capabilities as well as India's relations with the world's major powers and neighbouring countries. Key globalissues, such as the role of India in international and regional organisations, nuclear proliferation, democracy and climate change are also discussed. In addition, "snapshots" focus on important issues such as the strategic triangle: Russia, China and India.Written by an expert in the field, Indian foreign policy will be a key resource for anyone studying Indian or Asian politics, comparative international relations and globalisation.
This timely publication bridges and presents the latest trends and updates in three hot topics of current and future society: nanomaterials, energy and environment. It provides the state-of-the-art as well as current challenges and advances in the sustainable preparation of metal nanoparticles and their applications. The book fills a critical gap in a multidisciplinary area of high economic, social and environmental importance. Currently, there are no books published that deal with these ever increasing important topics, as most books in this area focus on a particular topic (eg. nanomaterials or catalysis or energy or environment). This is the first multidisciplinary edited book covering the very basics to the more advanced, trendy developments, containing a unique blend of nano, green, renewable and bio.
This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly evolving social media on viral user-generated content, its ability to shape consumer perceptions, and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The growing opportunities to “hear” about customer priorities and concerns on company managed channels as well as third-party review sites, ...
Marketing is about building brand value for the consumers, society and intermediaries.So how does a person, an institution or a business entity build brand value? Can a methodology be evolved that can be applied to a developing country like India?Building Brand Value is based on five intrinsic steps for developing a new brand and for making an existing brand stronger and more valuable. Besides this, it provides insights on positioning options, brand audit, and more, that can be of use to marketing and brand managers in Indian companies.The book has a strong Indian flavour to it. Its methodology and approach are bound to be useful to management students and can be adopted in other developing countries as well.
India has the world’s fourth largest military and one of the biggest defence budgets. It asserts its political and military profile in South Asia and the Indian Ocean region. The nation has been in the midst of an ambitious plan to modernize its largely Soviet-era arms since the late 1990s and has spent billions of dollars on latest high-tech military technology. This handbook: canvasses over 60 years of Indian defence policy and the major debates that have shaped it; discusses several key themes such as the origins of the modern armed forces in India; military doctrine and policy; internal and external challenges; and nuclearization and its consequences; includes contributions by well-known scholars, experts in the field and policymakers; and provides an annotated bibliography for further research. Presented in an accessible format, this lucidly written handbook will be an indispensable resource for scholars and researchers of security and defence studies, international relations and political science, as well as for government think tanks and policymakers.