Brand: Sculpting Corporate Identity

Brand is a static asset in the current scenario. In a fiercely competitive market place brand marketers need innovative ideas and strategies that will make their brand stand out in a clutter andresult in definite sales. Core issues in the leading with the strategic brand management in the competitive market are discussed in detail inthis book. This book helps to understand concepts of brandextension brand positioning brand building models for successfullymanaging brands in a competitive business environment. This book covers almost all the aspect of Retailing Trends in the 21st Millennium bothin terms of theory and research application such as Branding BrandBuilding Branding Models Brand Image Foreign DirectInvestment in Retailing HR aspects for building brands brand andits impact on consumers and related thereto. This book helps Business People Retail Analysts Policy Makers Retailing Executives Consultants Academicians and ResearchScholars to understand ongoing issues in branding as well helps thebrand marketers to rethink on the branding issues and actions.