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Author: Tapan Kumar Panda
Publisher: Excel Books India
ISBN: 9788174463913
Category : Brand name products
Languages : en
Pages : 468
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Book Description
How are brands built? Is an advertising campaign capable enough to build a brand? What are the criteria for making a brand successful? Is building and managing a brand in India different than elsewhere? How Customer Relationship Management shapes a branding paradigm? Do extensions dilute the master brand????Many more intriguing questions answered in this book by researchers, academicians, CEOs, brand gurus and consultants.
Author: Tapan Kumar Panda
Publisher: Excel Books India
ISBN: 9788174463913
Category : Brand name products
Languages : en
Pages : 468
Get Book Here
Book Description
How are brands built? Is an advertising campaign capable enough to build a brand? What are the criteria for making a brand successful? Is building and managing a brand in India different than elsewhere? How Customer Relationship Management shapes a branding paradigm? Do extensions dilute the master brand????Many more intriguing questions answered in this book by researchers, academicians, CEOs, brand gurus and consultants.
Author: M. G. Parameswaran
Publisher: Tata McGraw-Hill Education
ISBN: 9780070583221
Category : Advertising
Languages : en
Pages : 0
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Book Description
Marketing is about building brand value for the consumers, society and intermediaries.So how does a person, an institution or a business entity build brand value? Can a methodology be evolved that can be applied to a developing country like India?Building Brand Value is based on five intrinsic steps for developing a new brand and for making an existing brand stronger and more valuable. Besides this, it provides insights on positioning options, brand audit, and more, that can be of use to marketing and brand managers in Indian companies.The book has a strong Indian flavour to it. Its methodology and approach are bound to be useful to management students and can be adopted in other developing countries as well.
Author: Tapan Panda
Publisher:
ISBN:
Category :
Languages : en
Pages : 15
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Book Description
Building Brands in Indian market is on an evolutionary process. The behavior of Indian consumer can not be simply grouped as emerging market behavior. The demand level in the emerging market is flat at the base and the consumption is more commodities centric. The customers choose products and brands that satisfy the basic needs than for reasons of emotion or pleasure seeking behavior. Hence brands those deliver price value are more successful in the market. While building a brand the brand manager spends every media pie in talking about this basic proposition. Horizontally large chunks of the population do not have purchasing power in an emerging market and do not qualify to be customers of brand centric marketing. Though brands exist in these segments but they only play the identification and differential function; they are not delivery vehicles of brand value to the customers. The researches conducted on Indian market speak a different story. Segments, which are assumed to have no purchasing power, were found to be using quite a good number of product categories including the consumer durable.The Indian marketers avoided entering in to the rural markets due to poor purchasing power parity with urban customers, abysmal infrastructure network and lesser avenue for brand promotion. It is observed that the rural customer has started using the up market and urban brands faster and stalted using products and brands almost similar to the urban customers. Most of the FMCG majors and consumer durable companies are looking at rural markets as the growth drivers of the future. So this typicality in brand penetration and acceptance across demographics and geographic segments have brought unique attempts and experiments in building brands in Indian market. This paper is an attempt to conceptually evaluate the alternate brand paradigms and see how they contribute towards building brands as a competitive advantage. The author has also made an attempt to develop an alternative brand building model through the use of effective integrated marketing communication and advertising in particular in Indian market. This paper highlights situations where the brand manager can use alternate platform and copy formats in building brands.
Author: S Ramesh Kumar
Publisher: Vikas Publishing House
ISBN: 8125913084
Category : Brand name products
Languages : en
Pages : 487
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Book Description
The text bridges the gap between academic concepts and marketing practice. The theory is blended with apt real-life case studies that would enable the reader to get an integrated view of how brands could make use of marketing concepts to formulate strategies.
Author: Jagdeep Kapoor
Publisher: SAGE Publications
ISBN: 8178299437
Category : Business & Economics
Languages : en
Pages : 115
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Book Description
This concise and practice-based book is aimed at helping marketeers develop winning brand strategies. It presents 24 action-oriented mantras which can help launch, build, rejuvenate and grow successful brands. 24 Brand Mantras: Finding a Place in the Minds and Hearts of Consumers (Second Edition) is an excellent guide for building brands with a consumer-focus approach. The updated version of the book covers all the important elements of marketing including segmentation, advertising, promotion, sales, distribution, product portfolio design, pricing and customer service. Well illustrated with examples of latest brands, the book is a must read for brand managers, entrepreneurs, marketing managers, advertising professionals and management students.
Author: David Aaker
Publisher: Morgan James Publishing
ISBN: 1614488320
Category : Business & Economics
Languages : en
Pages : 219
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Book Description
"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. "Aaker on Branding" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. "Aaker on Branding"offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.
Author: Ylr Moorthi
Publisher: Vikas Publishing House
ISBN: 9788125914273
Category : Brand name products
Languages : en
Pages : 188
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Book Description
The Present Study Fulfils The Task Of Bridging The Gap Between Theoretical Aspects Of Brand Management And The Reality Of The Indian Market. This Compact Book Covers Five Essential Topics Including Brand Success, Brand Equity, Brand Extension, Brand Personality And Brand Repositioning.
Author: Niklas Schaffmeister
Publisher: Springer
ISBN: 3319194828
Category : Business & Economics
Languages : en
Pages : 418
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Book Description
This book combines scientific research and professional insights on brand and marketing strategy development in major emerging growth markets. It presents a detailed outline of the Brazil, Russia, India and China (BRIC) markets to understand their cultural and socio-economic complexity. With emerging markets at the center, major paradigm shifts are explained such as 'one world strategies'. The author reveals the importance of market-driven positioning that uses local differences and consumer preferences as opportunities without contradicting a corporation’s global positioning. Professionals in international marketing and business strategists will find the hands-on guidance to 25 new success strategies particularly useful. This book is also a must-read for people dealing with branding and marketing in a ‘glocalized’ world.
Author: Wang, Cheng Lu
Publisher: IGI Global
ISBN: 1466662433
Category : Business & Economics
Languages : en
Pages : 353
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Book Description
"This book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies"--Provided by publisher.
Author: Arvind Bhandari
Publisher: Harper Collins
ISBN: 9353577268
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
WELCOME TO INDIA, THE LAND OF DIVERSITY, COMPLEXITY, CHALLENGES AND OPPORTUNITY! Understanding the Indian consumer is a tricky business. In a country where language and culture vary every few kilometres, the conventional rules of marketing and selling don't apply. It's a market where successful international brands had to shut shop while many smaller, lesser-known brands made fortunes by decoding the Indian consumer. So, what does it really take to succeed in the great Indian mela and win consumers? In Pragmarketism, Trupti and Arvind Bhandari address this opportunity for all business builders, gleaned from their collective experience of forty-five years of managing more than thirty brands across several blue-chip companies. Blending Western theories with Eastern ethos, Pragmarketism offers solutions for: Shaping an inspiring vision for your company. Building brands soaked in Indian sociological realities. Framing desi segmentation, targeting and positioning. Modelling your digital strategy in a noisy, dynamic environment. Implementing 'breakthrough innovation' frameworks. And finally, syncing all critical functions to deliver value to consumers. Drawing from successful brands in FMCG, durables, media and other industries, the book offers unprecedented insights on succeeding in the world's most exciting market.
