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CALL FOR CHAPTER PROPOSALS
Proposal Submission Deadline: September 15, 2009

Branding and Sustainable Competitive Advantage: Building Virtual Presence

A book edited by Dr. Avinash Kapoor and Dr. Chinmaya Kulshrestha
Management Development Institute (MDI), Gurgaon, India

To be published by IGI Global:

Introduction

Successful brand building has become one of the most potent weapons in the war of gaining long-term sustainable competitive advantage. Manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumers’ minds cannot.

Strong brands have, over the years, acquired the status of the most valuable intangible asset of a value, which often far exceeds the total value of the tangible assets of a company. Brand equity, though not overtly present in the balance sheet, represents potential company. In an increasingly complex world replete with mind-boggling choices, brands act as surrogates to guide consumers’ preferences and choices. Brands help to build sustained relationships with the consumers. Brands can be leveraged to gain preferred positions with the suppliers, channel intermediaries, opinion leaders, lobbyists and other publics. Strong brands lend endurance and permanence to an organization and protects it from the market turbulence and uncertainties. Given its strategic role, managers, professionals, researchers, and students must develop a critical understanding of the processes involved in building and managing brands. This book would create such a learning opportunity.

Objective of the Book

The readers of the book will understand and appreciate the development and management of a brand and its implication. Specifically, authors hope that the readers will:

• Gain an understanding of the strategic dimensions of brands and brand strategies
• Understand the importance of consumers’ perceptions/mindset in brand management
• Gain insight into the interface of positioning and branding
• Understand the management of brands over time
• understand the management of brands in digital and virtual worlds
• Understand and be able to name new products and brand extensions
• Discover how marketers develop tactics and strategies to position their brands
• Appreciate how basic brand tactics and strategies are applied

Target Audience

The target audience of this book will be composed of managers, practitioners, researchers, students, entrepreneurs, and people associated with non-profit organizations. The book will provide insights on strategic brand building, brand equity management, consumer perceptions, brand extension, brand identity, brand personality, brand image, brand positioning, branding in the retail sector, service sector, non-profit organizations, and above all branding in virtual world.

Further, this book may be utilized for library reference, as an upper-level course supplement, as a resource for instructors, and as a managers’ manual. The editors welcome submissions offering new and innovative insights in the form of empirical, theoretical, and conceptual perspectives including the cases on contemporary topics surrounding Branding and Sustainable Competitive Advantage: Building Virtual Presence.

Recommended topics include, but are not limited to, the following:

• Branding concepts & sustainable competitive advantage
• Types of brands
• Brand identity
• Brand image
• Brand personality
• Brand building process
• Brand extensions
• Brand portfolio
• Strategic branding decisions
• Brand life cycle & strategy
• Brand revitalization
• Competitive brand positioning
• Consumer & brand: perceptual matching
• Self concept & positioning
• Positioning through endorsements
• Managing and measuring brand equity
• Brand loyalty
• Branding in:
  • Retail
  • Service
  • Non-profit organization
  • Digital and virtual worlds

Submission Procedure

Researchers and practitioners are invited to submit on or before September 15, 2009 a 2-3 page chapter proposal clearly explaining the mission and concerns of his or her proposed chapter. Authors of accepted proposals will be notified by September 30, 2009 about the status of their proposals and sent chapter guidelines. Full chapters are expected to be submitted by November 30, 2009. All submitted chapters will be reviewed on a double-blind review basis. Contributors may also be requested to serve as reviewers for this project.

Publisher

This book is scheduled to be published by IGI Global (formerly Idea Group Inc.), publisher of the “Information Science Reference” (formerly Idea Group Reference), “Medical Information Science Reference” and “IGI Publishing” imprints. For additional information regarding the publisher, please visit . This publication is anticipated to be released in 2010.

Important Dates

September 15, 2009: Proposal Submission Deadline
September 30, 2009: Notification of Acceptance
November 30, 2009: Full Chapter Submission
February 1, 2010: Review Results Returned
April 30, 2010: Final Chapter Submission
May 30, 2010: Final Deadline

Inquiries and submissions can be forwarded electronically (Word document) or by mail to:

Dr. Avinash Kapoor & Dr. Chinmaya Kulshrestha
Department of Marketing
Management Development Institute
Tel.: +91124 4013050-59, 2340173, 2349831-36, 4560312, 4560321
Mobile: 919829057057,919718301976
E-mail: avinash_kapoor@yahoo.com, avinashkapoor@mdi.ac.in, chinmayakul@yahoo.co.uk, chinmayak@mdi.ac.in

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