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Which brand will win? That is the million dollar question in a world that is swarmed by a plethora of brands.
This book lays down the crucial elements which need reviewing by a brand manager in order to create Brands that Win in the marketplace. Taking into account the findings of leading researchers, the book uses numerous illustrative examples to elucidate useful concepts and practices from: brand strategy, brand experience, tracking brand performance, managing brand extensions and architecture and global branding to building strong brands, enabling brand resilience and brand sustainability.
With a tool-kit attached to each chapter, this volume is essential reading for brand managers and professionals working on branding, marketing and advertising, and will also prove useful for students of management studies.
Kaushik Mukerjee is a professor at Symbiosis Institute of Business Management (SIBM Pune). He holds degrees in electronics and telecommunications engineering, masters in marketing management, and a doctorate in marketing management. He was previously a senior practice consultant at Tata Management Training Centre (TMTC) and prior to that, associate dean at IBS (ICFAI Business School). Having published 11 books, more than 100 case studies and over 50 articles, Dr Mukerjee has spent about two decades working in industry and academia. He guides several Ph.D. students at the Symbiosis International University.
