|aBranding demystified :|bplans to payoffs /|cHarsh V. Verma.
|aNew Delhi ;|bResponse Books,|c2010.
|axiii, 247 p. :|bill. ;|c22 cm.
|aIncludes bibliographical references.
|aWhy brands? -- What is a brand? -- Brand transformation -- Brand vision : concepts and creation -- Pushing the brand to higher orbits -- Pressing hot buttons in consumer value space -- Internal and external leveraging of brand assets -- Decoding branding strategy -- Shifting brand gears to stay connected -- Power branding : unequal among equals.
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.