• Summary
  • Contents

This book aims to dispel the cloud of these peripheral issues and clarify the foundations on which strong brands are built, with a distinct focus on the higher-order connect between the prospects and the brands. With the help of India-based examples and illustrations, the book analyzes why brands have become indispensable in our lives. It communicates the key concepts of branding and branding strategy with an optimum degree of lucidity.

Why Brands?
Why brands?

Brands are about navigation. Spend a day in the life of a customer or take a pause and recollect how you spent your last day. Was it peaceful and happy or did it bring you discomforting feelings? It was peaceful and happy because you managed and negotiated the maddening city traffic and reached office on time. You negotiated the product presentation made to new prospective buyers and handled their objections effectively. On your way back home you took a trip to the nearby market to pick up some essential items, especially broccoli, which your wife wanted for the next day's meal. It was not much of a problem locating a parking space and while pulling the car out of parking the way ...

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