• 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 Vision: Concepts and Creation
Brand vision: Concepts and creation

Take any product category and seek answers to the following questions: how many brands make up the category in question and how much is the market share owned by the top three brands? To begin with let us start with the following product categories:

  • Toothpaste
  • Televisions
  • Personal computers
  • Refrigerators
  • Shoes
  • Detergents
  • Biscuits
  • Jeans

As in the above categories, the number of participants in most product categories has witnessed a big explosion but this does not imply that markets have become democratised. The market shares continue to be skewed in favour of a very few brands who enjoy a dominant share of the pie. The story is just about the same across all categories. There are ‘the’ brands that enjoy a share of the leadership ...

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