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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... More

Brand Management is no longer restricted to FMCG —it has branched into consumer durables, the services, and even the non-profit sector. The book offers strategic perspectives to branding along with its original aim to create a distinct identity. Branding in retail, niche markets and more are disc... More

As with any marketing-related topic, brand management too has been a contentious issue among believers and non-believers. With information on the superhighway, this argument has grown more vocal with better access to information about products. Customer-brand relationship is changing, giving a new m... More

The world of Management is enigmatic. Perhaps there are a very few practices that are as omnipresent as Management is. The importance of Management as a discipline has increased in today`s inherently chaoitic and competitie landscape, where a geographically well spread product and service portfolio ... More