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.
Preface
Acknowledgements
Chapter 1 : Building Brand Value : Introduction
Chapter 2 : Brand Building Pentagon : Five Steps
Chapter 3 : Brand Appraisal : Step One of Brand Building Pentagon
Chapter 4 : Brand Definition : Step Two of Brand Building Pentagon
Chapter 5 : Brand Articulation : Step Three of Brand Building Pentagon
Chapter 6 : Brand Measurement : Step Four of Brand Building Pentagon
Chapter 7 : Brand Expansion : Step Five of Brand Building Pentagon
Chapter 8 : Brand Execution : Getting it All Together
Appendix I
Appendix II : Applying the Brand Building Pentagon
Appendix III : Suggested Readings
Appendix IV : Secondary Data Sources
Glossary
Index
