Brand building embodies well-defined positioning and repositioning strategies. The current changing competitive landscape is witnessing intense brand-building campaigns undertaken by the corporate world. The proliferating competition coupled with fragmenting markets and media are making it difficult for corporates to brand without innovating. Advertising, sales promotion, publicity, celebrity endorsements, sponsorships, events, corporate social responsibility, cause-related marketing and charities are increasingly used by the corporate world to build and reinforce their brands. While advertising has always occupied a prominent position in brand-building efforts of the corporate world, Corporate Social Responsibility and Cause-Related Marketing and below-the-line advertising methods have gained new prominence. The advent of Internet and Web technologies have revolutionized the brand-building activities of many companies. Many corporates are emphasizing on building and reinforcing identities based on deep-rooted customer relationships. Many brand-building campaigns are also moving beyond functional benefits and are focusing on emotional benefits. Drawing from the experiences of an entire gamut of corporate world, the book focuses on approaches, applications and case studies.
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