• 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.

Pressing Hot Buttons in Consumer Value Space
Pressing hot buttons in consumer value space

What is the truth behind the top brands—global or national or local? Although the expanse of their vicinity may vary in scope and size, one common factor that characterises all of these is their capacity to press some hot buttons in consumers that create outcomes every marketer dreams of. What are these dreamt of outcomes? Some of these internally relevant metrics include surpluses or profits that the firm generates for its shareholders. But these metrics depend on externally driven responses that the firm manages to elicit from its customers. The most desired end state for a marketer is brand loyalty and commitment. Check what your customer does if the brand that you ...

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