• 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.

Brand Transformation
Brand transformation

The ivy league of brands on earth is headed by Coca Cola followed by Microsoft and IBM. According to Business Week/Interbrand survey of top brands (2005) these brands are valued at 67.5 billion, 60 billion and 53.5 billion US dollars. In India Colgate tops the list of the The Economic Times (2006) listing of top Indian brands followed by Lux and Dettol. Why have these brand listings become important in the recent past? Many managers often lose their jobs when their brand slips down in the ranking. Some managers are rewarded handsomely for their brand's upward movement. Business firms are rarely ranked on the basis of their conventional assets. The assets as disclosed in the financial statements seem to be pushed to ...

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