Branding in a Competitive Marketplace - Baisya, Rajat K. (New Delhi Sage Publications India Pvt. Ltd., 2013)
Brand management in competitive environment Brand, its meaning, value, and power Building brand identity in challenging times Building brand equity in fiercely competitive environment Brand strategy and brand extension Designing marketing programs to build brand equity Managing brands over time and building equity through Relationship Brand accounting and brand valuation
Keywords: Brand name products; Branding (Marketing); Strategic Planning