Building Brands, Building Meaning (a Guide To Increasing The Financial Value Of Brands Through Building Positive Meaning)

‘This book is a user-friendly read enabling everyone in an organisation to see how to participate in branding and understand their role in managing reality and trust flow.’ - Chris Macrae, Author of The Brand Chartering Handbook www.valuetrue.com ‘A must-read for anyone endeavouring to understand one of the most important business concepts of our time.’ - Tom Asacker , Author of A Clear Eye for Branding ‘With this book Kartikeya Kompella uncovers the essence of branding and sheds light on every aspect of the concept.’ - Jonas Bergvall, Cocos Brand Concepts, Sweden ‘The book triggers and stimulates thinking about issues that are often forgotten due to the frenetic pace of business today. Kartik presents a logical foundation and format for good “brand think”.’ Dr Billy Coop, Owner, Interlink Marketing, Cape Town, South Africa ‘A smart, crisply-written book for the novice and veteran brand builder alike. I shall be keeping it within arms’ length as a reference on brand savvy thinking every working day.’ - Ren Spiteri, Partner, Bulldog, Malta The second book of Kartikeya Kompella’s branding series, Building Brands, Building Meaning, discusses how a brand acquires value and meaning. The task of the brand custodian is to make the brand live long in the minds of the consumer. But most companies do not take branding seriously and face oblivion. The book gives a contrastive study of brands that have endured and brands that haven’t. What are the commonest mistakes that brands make? What is a value that each brand should uphold? How timely changes in branding strategy have helped certain brands last like a tradition? The author stresses time again that the brands that live in people’s mind have a large and loyal market. About Author: Kartikeya Kompella has spent 14 years in India looking at brands from the perspective of an advertising professional, brand consultant, marketing practitioner and DM consultant. In 2001, he was nominated for the John and Mary Goodyear Award for Excellence in International Market Research. He is the author of Applying the Branding Iron (Viva).