SAGE Publications Ltd
|Number of Pages
Summary Of The Book
Written by Anand Halve, Darwin's Brands: Adapting For Success by Anand Halve delves into the stories of 12 popular Indian brands and their stories. These brands are analysed on the basis of their evolution and the strategies that they've adopted.
He analyses the success of these brands, their advertising strategies, and the risks they had to take to reach where they currently are. An excellent reference for both practitioners and students of the art of marketing, Darwin's Brands: Adapting For Success analyses these brands by their most public image, their advertisements.
The author divides these brands on the basis of the function of their products. The brands are divided into categories of Consumer Goods, Media, Home and Durables, and Services. This gives readers an idea of the possible consumer characteristics and changes that these markets have seen.
The philosophy behind the book, according to Halve, is the value of a brand is based on two parameters. The first is that the older brands are invariably greater in market value than the new ones. And, the second is that the brand value is generally determined by the stock value of the same brand. Based on this, Halve came to the conclusion that a brand's survival is based on its adaptability.
The brands analysed in this book are popular throughout India. These brands have been operating for several years, and they have changed their image constantly since then. The book also has interesting stories and anecdotes from the life of the brand, which give readers more ideas about the brand.
The brands in Darwin's Brands: Adapting For Success include Thums Up, Saffola, Maggi, Amul, Hero Honda, and Femina.
About Anand Halve
Anand Halve is an author and the co-founder of the brand consultancy firm, Chlorophyll.
Halve has also written books like Adkatha: The Story Of Indian Advertising, Planning for Power Advertising: A User's Manual for Students and Practitioners, and History Of Indian Advertising.
Halve currently is the Director of Chlorophyll Brand and Communications Consultancy. He holds a Master's of Business Administration from the Indian Institute of Management, Ahmedabad. Halve has also worked with Enterprise Nexus Communication, Rediffusion, and Lowe Lintas. He is a visiting faculty at Mudra Institute of Communications, Ahmedabad, and the Indian Institute of Management, Ahmedabad. He is also a contributor to publications like The Hindustan Times and Campaign India magazine.