'M G Parameswaran has produced a sound and attractively-written book that is intellectually accessible to marketing and advertising practitioners, from the most senior to the most junior. They will all have something to learn from it. A particular point of interest to a non-Indian reader is that the cases featured in the book are all India-either local brands from international manufacturers or local brands from local manufacturers. These all have great intrinsic interest, but they demonstrate essentially the similarities-not the differences-in best practice between the Indian and Western worlds.'
Prof. John Philip Jones
Syracuse University, New Yourk
'Advertising is salesmanship in print'. Today, Indian advertising presents a kaleidoscope of imagery-global brands battling local brands, regional brands battling national brands, 'value' brands battling 'better value' brands.
Brand Building Advertising wades through this complexity and shares with the practitioners some of the success stories of FCB-ULKA advertising agency, that put some companies and products on the brand map.
Written in a user friendly style, the book highlights the concept and dwells on the process of genesis of a brand, where it emerges from the shadows of anonymity into limelight of brand equity.
The concepts and cases have been described in 6 sections, including fundamentals to:
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Making advertising work
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Making consumer product advertising work
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Making consumer durable advertising work
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Making business-to-business advertising work
Preface
Acknowledgements
Introduction
Chapter 1 : Brand Building Consumer Product Advertising
Chapter 2 : Brand Building Consumer Durables Advertising
Chapter 3 : Brand Building Services Advertising
Chapter 4 : Brand Building Corporate Advertising
Chapter 5 : Brand Building Rural Inputs Advertising
Chapter 6 : Advertising Beyond Brands
Glossary
