• 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.

Pushing the Brand to Higher Orbits
Pushing the brand to higher orbits

In a recent interview, James Stengel, P&G's global marketing officer highlighted the importance of energising brands (Colvin 2007). P&G sits on many brands that are over 50 years old. Tide was first introduced in 1946, Crest arrived in the market in 1955 and Pampers created the first wardrobe for babies in 1961. These iconic brands could easily have been pushed into oblivion had they resisted evolution and fine tuning the embedded value with changing times. This requires energising brands. The new Tide besides offering great wash does its bit to conserve environment by saving energy. It allows customers to achieve the same great dirt removal and wash even in cold water and thereby does ...

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