The fourth edition of Strategic Brand Management offers a comprehensive view of the changing technological, cultural, global and economic environment that brands face. The book is well-grounded in practice and can be easily related to past and current marketing activities, events and case studies. Science of Branding boxes have been included to provide in-depth treatment of cutting-edge ideas and concepts. Each chapter contains a Brand Focus appendix that delves into detail on specific and related branding topics, such as brand audits, legal issues, brand crises and private labels. Numerous in-text examples, highlighting brands such as Dettol, Colgate and Jet Airways, have been introduced to illuminate the discussion of virtually every topic and a series of Branding Brief boxes provide more in-depth examinations of ed topics or brands. The text includes engaging visuals that highlight many of the important and interesting concepts and examples from the chapters. Print ads from various Indian companies, such as TCS, ITC, Taj Hotels and Marico, have been incorporated to illustrate case studies and examples.
Strategic Brand Management
”Strategic principles are universal but Indian example make them relatable. This is what's special about Strategic Brand Management.
Madhukar Sabnavis - Vice Chairman & Director - Client Relations, Ogilvy India
”This book provides contextual insights that are remarkably astute and visionary. Highlighting various Indian case studies, the book offers a ring side view of academic learnings with empirical findings through a measured prism of rooted deductions.
Dr Bhaskar Das - Group CEO, Zee Media Corporation
”The fourth edition has been enhanced significantly with Indian case studies, thanks to Dr Parameswaran and Prof Jacob's vast experience in the professional and academic spheres.
Sanjiv Sarin - CEO, Tata Coffee Ltd
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