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 favour to it. Its methodology and approach are bound to be useful to management students and can be adopted in other developing countries as well.
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
“Building Brand Value yet another excellent book authored by Ambi Parameswaran! The Pentagon of building brand value (brand appraisal, brand definition, brand articulation, brand measurement and brand expansion) and the associated checklist of questions is comprehensive yet very practical. I learned a lot from this book.”
- Prof. Jagdish N. Sheth, Charles H.
Kellstadt Professor of Marketing, Goizueta
Business School, Emory University, Atlanta
This work is an important contribution to our understanding of brands and branding, because the author is able to blend an analytical approach grounded in research with practical real world experience. It offers essential tools for executives seeking to leverage brand value both in India and internationally
- Prof. Roy Westbrook
Deputy Dean,
Said Business School, Oxford University.
In Building Brand Value, M.G. Parameswaran does something most marketing and advertising executives simple talk about. He tells you how to approach brand building with both logic and feeling. The simplicity and rational he uses is impeccable and the emotion and passion that comes across is inspiring.
-Jonathan Harries
Worldwide Creative Director
Chairman & CEO FCB Chicago