• 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.

Decoding Branding Strategy
Decoding branding strategy

Take a random pick of companies and list the brands in their portfolio. Mosaics of patterns are likely to emerge. Lack of one single pattern implies that firms face different hidden realities and challenges. Firms adopt several ways to cope with these challenges. If we assume that branding is a strategic issue and requires serious contemplation and deliberation then it may be possible to uncover a hidden pattern beneath these mosaics. This hidden pattern can throw insights into the strategy that firms follow to meet their survival and growth aspirations. The portfolio of brands marketed by a firm in the true sense is branding strategy actualised. An appreciation of branding strategy is crucial for an effective brand stewardship. The logic ...

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