Cases on Branding Strategies and Product Development: Successes and Pitfalls

Cases on Branding Strategies and Product Development: Successes and Pitfalls

Sarmistha Sarma (Institute of Innovation in Technology and Management, Guru Gobind Singh Indraprashtha University, India) and Sukhvinder Singh (Institute of Innovation in Technology and Management, Guru Gobind Singh Indraprashtha University, India)
Indexed In: SCOPUS
Release Date: December, 2014|Copyright: © 2015 |Pages: 417
ISBN13: 9781466673939|ISBN10: 1466673931|EISBN13: 9781466673946|DOI: 10.4018/978-1-4666-7393-9

Description

The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative to success in a competitive marketplace.

Cases on Branding Strategies and Product Development: Successes and Pitfalls is a collection of case studies illustrating successful brand management strategies as well as common errors of unsuccessful brands. This premier reference work takes a global perspective on branding, providing unique insights for academicians and industrial experts in replicating the successful strategies in different markets.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Brand Positioning
  • Branding and Innovative Practices
  • Branding and New Product Development
  • Innovative Social Branding
  • Product and Service Identity
  • Sensory Positioning
  • Strategic Communications

Reviews and Testimonials

Targeting students of business management, faculty, and practitioners, Sarma, Singh, and their international expert contributors use a case-study method to present a comprehensive overview of creating understanding and building of brands, both hits and misses. They cover positioning, innovation, practices, development, identity, and communications.

– ProtoView Book Abstracts (formerly Book News, Inc.)

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Sarmistha Sarma is an Associate Professor at the Institute of Innovation in Technology and Management (affiliated to Guru Gobind Singh Indraprastha University, Delhi (India)) in the Department of Business Management. She has a PhD in Management from Fakir Mohan University, Balasore, Orissa, (India) along with a Master of Business Administration (M.B.A) from Gauhati University Assam (India). She likes to analyze the various factors leading to purchase decisions. Her research focuses on the ways lifestyle, culture, and ethnicity impact buying decisions. She is a founding member of the Center for Promotion of Multidisciplinary Research (CPMR), a society dedicated to the promotion of applied research in various disciplines.
Sukhvinder Singh is an Assistant Professor at the Institute of Innovation in Technology and Management (affiliated to Guru Gobind Singh Indraprastha University, Delhi (India)) in the Department of Business Management. He earned his MBA (Marketing & HR) from Guru Gobind Singh Indraprastha University, Delhi (India) and his BE (Computer Science and Engineering) from M .J P Rohillkhand University Bareilley (India). He has five years of industry experience at managerial level in MNC and private sectors banks such as Standard Chartered Bank, Axis Bank Ltd, and HDFC Bank Ltd. He has successfully achieved certifications such as NCFM (National Stock Exchange certification in Financial Markets) and AMFI (Association of Mutual Funds in India). He is the author of two books titled ‘Sales And Distribution Management’ and ‘Services Marketing’ published by Sun India Publications. His research interests include marketing management, sales and distribution management, services marketing, consumer behavior, and brand management.

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