Overview

Successful and remarkable brands are not happenstance or chance occurrences but the result of methodological and systematic steps and building blocks that are built piece by piece. To be successful in building such successful brands one needs a clear understanding and grasp of the science and art of brand building like how to differentiate your brands from a multitude of other brands; how to position them within the desired market or category to attract the attention of the right kind of customers and consumers. This book started with the basics, the meaning and origin of the word brands, the basic differences between a brand and a product or service, brand architecture and how brands have been organized over the years From where it took a leap into an exploration to unearth reasons why several brands fail and why some others succeed. Several organizations, as well as industry practitioners, have spent several hours as well as huge amounts of money to find the answer to these questions or discover the critical factors responsible for the successes as well as the failures of brands. This book approaches this complex field of brand management in a manner that seeks to demystify and clarify the concept of brands and what any brand practitioner should know about the key indices responsible for the success and failures of their brands. Reference is made all across the book to the major insights, concepts of brand management as well as the thoughts of prominent authors and trail- blazers in the field of brand management while questioning all of them to arrive at practical and theoretically sound premise that any brand manager or practitioner can trust build a meaningful and highly impactful brand.

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