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MLA
Mondal, Abu Sayeed and Dilip Roy. "A Case-Based Identification of Internal and External Issues for Branding Strategies." IGI Global, 2015. 1-23. Web. 25 May. 2022. doi:10.4018/978-1-4666-7393-9.ch001
APA
Mondal, A. S., & Roy, D. (2015). A Case-Based Identification of Internal and External Issues for Branding Strategies (pp. 1-23). doi:10.4018/978-1-4666-7393-9.ch001
Chicago
Mondal, Abu Sayeed and Dilip Roy. "A Case-Based Identification of Internal and External Issues for Branding Strategies," 1-23 (2015), accessed May 25, 2022. doi:10.4018/978-1-4666-7393-9.ch001
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A Case-Based Identification of Internal and External Issues for Branding Strategies
Abu Sayeed Mondal (Swami Vivekananda Institute of Science and Technology, India) and Dilip Roy (University of Burdwan, India)
Copyright:
© 2015
|
Pages:
23
EISBN13:
9781466684164
|
DOI:
10.4018/978-1-4666-7393-9.ch001
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Abstract
In this chapter, the authors offer a strategic platform to pinpoint the variables for developing branding strategies. The case elicits the internal and external aspects of a brand. These two aspects are considered to be the starting point of the strategic roadmap to reach success. A detailed discussion on the brand's internal and external aspects has been made with the help of a successful case. However, the authors go beyond the identification of internal and external aspects of brands and suggest a scheme for arriving at branding strategies. Basically, these two aspects of brands have been matched and a four-cell strategic guideline has been developed. The authors call this four-cell strategic guideline C4 strategy matrix, wherein four types of branding strategies (Continuity, Caution, Change, and Correction) are available.
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