What 's in a Brand? traces the characteristics of the Indian market place, and weaves in the lessons learnt form his experiences of the American and European markets. It shatters many myths but also reinforces certain paradigms. A must read for all those who know that the right combination of consumer information and creativity definitely leads to creating very special brands.
TABLE OF CONTENTS
Chapter 1. Introduction
Chapter 2. Brands: What They Are and Why They Emerged
Chapter 3. Factors That Shape a Brand during Its Conception and Birth
Chapter 4. Factors That Shape a Brand during Its growth and Maturity
Chapter 5. Mature Brand and the Consumer: Nature of the Repeat-Buying Theory
Chapter 6. Advertising Research: A Digression on Recall
Chapter 7. Advertising Campaigns: Strategy and the Leap
Chapter 8. Advertising Pressure: "A Diminshing Rate of Yield"
Chapter 9. Advertising Pressure: What Two Little Ads Can Do
Chapter 10. How Does Advertising Work?
Chapter 11. How to develop and Expose Better Advertising
Chapter 12. Asia: The Consumer Markets of Tomorrow