• 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.

Shifting Brand Gears to Stay Connected
Shifting brand gears to stay connected

One brand survey shortlisted 18 brands that stood the test of time (Shukla 2008). These brands managed to stay in business consistently over a long period spanning over a century in some cases. The icons that defied the whirlwind of change and successfully managed to stay afloat include:

  • Horlicks – 1873
  • Bata – 1894
  • Lifebuoy – 1895
  • Raymond – 1925
  • Lux – 1929
  • Dettol – 1930
  • Parle-G – 1939
  • Amul – 1946
  • Fevicol – 1959
  • Ambassador – 1957
  • Amitabh Bachchan – 1969
  • Sholay – 1975
  • Thums Up – 1977
  • Hajmola – 1978
  • Fair & Lovely – 1978
  • Onida – 1981
  • Maruti 800 – 1983

Like any other living being, brands are also subject to vagaries of time. The dynamism of the factors and actors that make up the external reality of ...

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