Fcb Ulka Brand Building Advertising

FCB Ulka Brand Building Advertising Concepts and Cases Book I & Book II : These two books contain real-life cases from the archives of FCB Ulka.

“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.

”I recommend this book. It is a wonderful blend of advertising concepts and theories with well-developed case studies illustrated in incredible colour

David AakerProfessor Emeritus of Marketing at Haas School of Business

”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 Indian: 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.

John Philip JonesProfessor, Syracuse University

”I really enjoyed reading Mr. M.G. Parameswaran’s Brand Building Advertising: Concepts and Cases. It is highly readable and I found it difficult to put it down once I started reading it! Each case history in the book is well documented and narrated as a great story. What impressed me most was the commonality of process of creating successful brands across consumer products, consumer services and corporate branding situations. This book is a must read especially by clients of advertising agencies.

Dr. Jagdish N. Sheth, Charles H. KellstadtProfessor of Marketing, Emory University, Atlanta,. USA

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