TY  - BOOK
AU  - Gupte,Rajiv
AU  - Limaye,Anand
TI  - Brand wars: combat strategies for Indian brands 
SN  - 9789354790669
U1  - 658.8B 
PY  - 2021///
CY  - London
PB  - Sage
KW  - Brand Management
KW  - India
N2  - "Market disruption, pandemic-ridden economy, and China's digital and mobile dominance-Indian brands are swimming through these rough tides to survive and win. They are financially and strategically battling to takeover and conquer not just the Indian market but the global terrain as well. Derived from the warfare strategies used by countries to win wars, Brand Wars illustrates proven and tested brand strategies by analysing the success and failures of more than 500 iconic brands over the last 50 years. It also presents original models such as Brand Combat, Battlefield and Capability Leveraging to help brands develop capacity, capture value and use the right resources against competition. Filled with suggestions for sustained competitive advantage, this book will encourage small and big businesses alike to compete in the marketplace and fulfil their aspirations"--
ER  -