Title: Brand Management of Multinational Companies: Selected FMCG Products in India & Thailand
Author: Sunildro L.S. Akoijam
Binding: Hard Cover
First Edition: 2015
About the Book:
Brand Management has become more important due to the rapid changes in the global market and the increased competition experienced between firms. Good brand management brings about clear differentiation between products, ensures consumer loyalty and preferences and may lead to a greater market share. Brands are highly regarded as an important source of capital for most businesses. The term brand has different meaning attached to it; a brand can be defined as a name, logo, symbol and identity or a trademark. A powerful brand will enhance a customer’s attitude strength of the product association of a brand. Attitude strength is developed by experience with the product.
Brand name and what a brand stands for are the core values for most fast Fast Moving Consumer Goods (FMCGs). If properly managed, it will increase the competitive advantage of the fast moving consumer goods. The basic attribute of a fast moving consumer goods are also important for a FMCG brand to excel because the strength of a brand commonly provide the fundamental steps for differentiating between several competitors. Majority of the FMCG brands have distinguishable brand identifiers, for example Lux soap is easily recognized by customers. The best way to build brand value and stop product and service commoditization is through continuous attempt to build brand equity. Strong brands are established by creating an emotional attachment with customers, seeking differentiation in communication and performing the service. Branding makes clear a FMCG company’s reason for existence and inspires its employees to get used to the brand thereby building it for customers. Brands are used as shorthand to make trips to the grocery store easier; they are used to re-assure us about purchasing decisions and are even used to define ourselves in the society. A brand is a promise. With a brand, customer expectations are set. When someone buys a product or service, they count on those expectations to be fulfilled. In this way, an effective brand management is coming important for every company.
About the Author:
Dr. Sunildro L.S. Akoijam is currently an Assistant Professor in area of Marketing and Strategy at Department of Management, North-Eastern Hill University (NEHU), Tura Campus. He has more than 4 years of teaching experiences at the PG level in the Universities. Before joining NEHU, he was working at the Institute of Management Studies, Kurukshetra University. He did his MBA from Amity University, Uttar Pradesh and PhD. from Manipur University. He is a UGC-JRF (NET) qualified scholar. He has presented several research papers and case studies in various International and National Seminars and Conferences. He has also participated in various Workshops, Faculty Development Programmes, short term certificate courses and academic related activities organized by Premier Management Institutes in different parts of the country and abroad. His research papers have been published in various referred International and National Journals. He is a member of esteemed management associations like All India Management Association (AIMA), Rural Marketing Association of India (RMAI), Delhi Management Association (DMA), International Society for Development & Sustainability, Japan, The Society for Management Education, Kurukshetra etc. He is associated with various National and International Journals including Emerald (UK), Journal of Reviews on Global Economics (Canada) etc. as an Editorial board member or reviewer. He has also organized several academic activities like Seminars, Conferences, Symposium, FDPs, Workshops and Management Fest.