Branding and sustainable competitive advantage building virtual presence /

• Corporate Author: IGI Global.
• Other Authors: Kapoor, Avinash., Kulshretha, Chinmaya, 1976-
• Format: Electronic
• Language: English
• Published: Hershey, Pa. : IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA), 2011.
• Subjects: Branding (Marketing); Brand name products > Management.; Product management.; Brand building; Brand identity; Brand image; Brand life cycle and strategy; Brand revitalization; Sustainable competitive advantage; eBranding; Strategic branding decisions
• Online Access: Chapter PDFs via platform:

"This book explores the processes involved in managing brands for long-term sustainable competitive advantage, helping readers better understand the importance of consumers' perceptions in brand management"--Provided by publisher.

Table of Contents:

• 1. Is being perceived as sustainable a means to achieve a differential advantage? / Avinash Kapoor and Chinmaya Kulshrestha
• 2. Are strong brands a source of competitive advantage in the virtual world? / Piyush Sharma
• 3. Taking public health learning global through branding and identity management / Shalin Hai-Jew
• 4. Exploring key issues in destination branding / Piyush Nangru ... [et al.]
• 5. Branding strategies for digital TV channels / Margherita Pagani
• 6. Between physical and virtual reality: the case of Benetton brand, "a company that is born from ideas" / Annamaria Silvana de Rosa and Elena Bocci
• 7. Branding and sustainable competitive advantage in Indian politics: Brand Rahul Gandhi / Avinash Kapoor and Chinmaya Kulshrestha
• 8. Brand engagement and brand loyalty / Ronald E. Goldsmith
• 9. The brand stakeholder approach: broad and narrow-based views to managing consumer-centric brands / Jonathan A. J. Wilson
• 10. Brand obsessed society: branding Yoga Guru Baba Ramdev in India / Chinmaya Kulshrestha and Avinash Kapoor
• 11. GeoFree BrandComms: building and sustaining virtual brand communities / P. Raj Devasagayam and Dana A. VanDen Heuvel
• 12. Enhanced social presence through eBranding the consumer in virtual communities / Robert Pennington
• 13. E-branding and institutional Web sites: the "visiting card" of the municipalities of Rome and Paris / Annamaria Silvana de Rosa, Elena Bocci and Massimiliano Picone.