Branding Demystified

Branding Demystified

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The aspects of marketing surrounding a brand, like advertising, sales promotion and distribution, can mislead and confuse brand builders. Branding Simplified: Plans to Payoffs 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 analyses why brands have become indispensable in our lives. It communicates the key concepts of branding and branding strategy with an optimum degree of lucidity. The book focuses on the following important branding challenges: q Brand meaning q Brand vision q Brand transformation q Brand value in higher orbits q Brand strategy q Leveraging the brand q Brand adjustments The book will be immensely helpful to professionals in the fields of marketing, advertising, consulting, strategy, and so on, and to entrepreneurs. Teachers and students of business management, advertising and branding will find it an incisive and exhaustive text on brand-building and brand management.It started with Hero Honda CD 100 targeting the economy segment (a#39;Fill it, shut it, forget ita#39;). Later Hero Honda expanded its targeting to include other segments with Splendor, Passion, CBZ, Hunk, Karizma, Pleasure, Achiever and CD Dawn.

Title:Branding Demystified
Author: Harsh V Verma
Publisher:SAGE Publications India - 2010-01-20

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