Summary
Contents
Subject index
This book aims to uncover the hidden and unexploited power of leveraging from the concept of brand and brand building for B2B marketers. It focuses on the need of B2B marketing from the point of view of Indian markets and economic conditions at home.
With extensive discussions on the three most respected corporate brands in India—Tata, Larsen & Toubro and Infosys—the author demonstrates how these companies have created value through brands and how their branding initiatives are benchmarks in their journey to success. With three decades of experience as an academician and consultant in B2B Marketing, the author argues that a brand-driven business can accelerate the transformation of all the big and small B2B marketers to gain competitive advantages. He advocates the need is for a holistic brand management approach and illustrates his point through six case studies of leading brands.
Rekindling Their Aspirations Through the Idea of Brands
Rekindling Their Aspirations Through the Idea of Brands
The difference between what we do and what we are capable of doing would suffice to, solve most of the world's problems.
Become your own light.
—Mahavir
Strong Brand as the Aspiration
Aspiration is the main fuel for progress. Aspirations transform a set of ordinary people into extraordinary achiever.
This quote of Narayana Murthy, Chairman, Infosys, sums up one of the key purposes of this book. Could the idea of ‘brand’ help the unknown millions to become bigger and widely known? This is an important concern of the book written especially for the B2B marketers. Every second author cites GE, Dupont, Intel, IBM, Microsoft, HP and alike as strong ...
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