Brand Management: Financial Perspectives

In this dynamic and rapidly changing environment, market leadership is under constant threat. In this milieu of fierce and, at times, unfair competition, managements across the world are in search of adequate responses to survive and achieve sustainable growth. Brand management is a major weapon in this fierce battle. The changing business scenario and the infallibility of some basic truths about marketing in general and brand in particular have prompted the creation of this book. It is now imperative for companies to once again delve deep into the fickle consumer s mind, navigate through the product-clutter and establish a comfortable space for their products and services. Positioning, as they say, is the name of the game now.Most organizations have come to realize that the control of business is not within the confines of its four walls but outside-with the customer. In its endeavour to maximize stakeholder value, the customer has become the kingpin. Managing brands is indeed, the buzzword today. This book gives a strategic perspective to branding especially its integration with the concepts of Financial Management, without losing sight of the quintessential function of branding i.e. to create a distinction among entities that may satisfy a customer s need. Hence, a definite thrust in the book would be on financial management concepts and how it can integrate with the traditional ways of branding and brand management. The book is divided into two sections: Section I deals with integrity Brand Management with financial strategies and section II with brand valuation. The in-depth articles in the book will be useful to students of financial management, marketing management, financial and marketing professionals and businessmen.