Titlebook: Competitive Branding Strategies; Managing Performance Rajagopal Book 2019 The Editor(s) (if applicable) and The Author(s), under exclusive

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https://doi.org/10.1007/978-3-030-24933-5Brand management; Decision matrix; Consumer behavior; Market uncertainty and risk; Performance measureme

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978-3-030-24935-9The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerl

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o international brand competition, but also into the organizational support necessary to build and manage a powerful brand. It is a necessary read forall MBA students and scholars in marketing, especially those who seek to gain new insight in the rapidly changing global marketplace..978-3-030-24935-9978-3-030-24933-5

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https://doi.org/10.1007/978-3-662-60950-7cience, while deriving brand as consumption object and optimizing the satisfaction from the perspective of a company and consumer emerges as a piece of art. Broadly, branding may be considered as a human science. The principles of environmental sciences like butterfly effect also guide the companies

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https://doi.org/10.1007/978-3-662-60950-7inning with the rise of mass entertainment such as the movies, comics, and, later, television. Mickey Mouse’s popularity in the 1930s and 1940s resulted in an explosion of brand licensing for toys, books, apparel, and souvenirs of the Walt Disney Company. This process accelerated as movies and later

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https://doi.org/10.1007/978-3-540-76866-1underperforming brands also cause enormous financial risk to the companies, which results in low brand equity, low market share, high investment, and low consumer acceptance. Many business decisions are made by the companies today toward marketing, branding, advertising, and customer services with i