Competitive Branding Strategies: Managing Performance in Emerging Markets

Globalization has expanded the options for building brand strategies through social media, the internet, and in conventional approaches. Amidst increasing market competition, companies need to analyze their competitive choices to determine their brand equity in the marketplace. As such, it is necessary for companies to develop customer-focused brands to gain competitive advantage.

This book enhances knowledge on developing competitive brands in emerging markets, particularly the BRICS coun...