• 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.

Internal and External Leveraging of Brand Assets
Internal and external leveraging of brand assets

Think of products like typewriters, tape recorders, video cassette recorders, hand wound watches, black and white televisions, long playing records, kerosene lanterns, scooters and try to figure out something common that runs across these. It is not very difficult to guess that some of these have either vanished or are on the threshold of vanishing from the marketplace. The market is not a static concept. The forces that make up the so called ‘market’ are dynamic. The competitors change, consumer needs and wants shift, technology evolves and government policies and pressure groups' concerns change. The consequent reality of this transformation is the concept of product life cycle. The life cycle concept proposes ...

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