Branding and Sustainable Competitive Advantage: Building Virtual Presence

Branding and Sustainable Competitive Advantage: Building Virtual Presence
Author :
Publisher : IGI Global
Total Pages : 294
Release :
ISBN-10 : 9781613501726
ISBN-13 : 1613501722
Rating : 4/5 (722 Downloads)

Book Synopsis Branding and Sustainable Competitive Advantage: Building Virtual Presence by : Kapoor, Avinash

Download or read book Branding and Sustainable Competitive Advantage: Building Virtual Presence written by Kapoor, Avinash and published by IGI Global. This book was released on 2011-09-30 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: Successful brand building helps sustain relationships with consumers, creating long-term sustainable competitive advantage and protecting businesses from market turbulence and uncertainties. Manufacturing processes can often be duplicated in ways that strongly held attitudes established in consumers’ minds cannot. Branding and Sustainable Competitive Advantage: Building Virtual Presence explores the processes involved in managing brands for long-term sustainable competitive advantage. Managers, professionals, and researchers will better understand the importance of consumers’ perceptions in brand management, gain insight into the interface of positioning and branding, learn about the management of brands over time and in digital and virtual worlds, be able to name new products and brand extensions, and discover how marketers develop and apply strategies to position their brands.


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