Brand Communication: Contemporary Approaches 

Brand communication is a process of making a brand known to the customers. A brand does not have proper value, if it is not communicated properly to its intended customers. In this genre of cut-throat competition, brand communication is getting high importance. Branding a product or a commodity adds new dimensions that differentiate products and services from one another. These dimensions are commonly known as brand attributes, which can be functional, rational, symbolic or sometimes emotional. A customer, while purchasing a product or services, always gives importance to the brand attributes. Brand communication is intended to promote these brand attributes to the target audience in a manner, which leads to greater brand acceptance. The book gives insights into the contemporary approaches to effective brand communication, which help in enhancing brand awareness, creating a favorable and consistent brand image, leading to a long lasting relationship with the customer.