“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 concepts 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:
Making advertising work
Making consumer product advertising work
Making consumer durable advertising work