Competitive Branding: Winning in the Market Place with Value-added Brands

With mounting consumer distrust and an unprecedented proliferation of new brands, it has become more difficult than ever for marketeers to establish and maintain a strong identity in the market place. However, one method by which organizations may succeed in gaining greater market share and moving ahead of their competitors is by adding value to brand development This text aims to challenge previous thinking in the field of brand development and to provide readers with information on how to add value to brands. It develops tools and techniques to implement concepts, shows how to cost-effectively build strong brands and illustrates the theories raised in the book with case studies.