Kirti Dutta launches her new book on Brand Management

Branding is an age old concept but the evolving practices and changing consumer behaviors need to be considered at each and every step of the creation of the product. Branding is that differentiating factor that ensures the success of an organization in a highly competitive and product-cluttered world. Building resilient brands requires an understanding of the brand architecture and branding strategies like brand extension and stretching. These then need to be managed over time for a profitable innings.

Brand Management—Principles and Practices is a comprehensive text-book in the area of Brand Management. It explores the core concepts of branding and illustrates them through numerous examples, exhibits, figures, images, case studies, and videos.
Unlike other books in the area it carries case studies and examples in the Indian context. The book is accompanied by a CD which is linked to each chapter of the book. The CD contains videos and presentations that explain the key concepts and includes exercises for enhancing decision-making abilities. It also includes insights about renowned brands by their brand managers through video case studies, television commercials, and presentations of iconic brands such as Aditya Birla Group, Amul, Yamaha Motors, Vodafone, Mc Donald’s, Max New York Life Insurance, and Adani Wilmar Group. 

The book is divided into five sections. The first section gives an introduction to branding, creating a brand, and understanding how organizational culture helps in successful brand management. The second and third sections discuss brand equity, ways of researching and measuring it, and the importance of understanding consumers and markets. The fourth section explains branding strategies, e-branding, and marketing communications. The last section explores brand architecture, brands over time, and boundary less brands.
Students will find this book useful for its illustrative coverage of the key concepts. The practical application would also be very useful to practitioners.

Key highlights of the book
• Provides rich learning from brand practices of Indian brands like Kingfisher, Maggi, Airtel Aircel, Micromax, ITC, and LIC
• Discusses practices of global and Indian companies such as Singapore Airlines, Lux, Amul, and Tata Group, and includes exhibits with marketing insights from industry
• Includes exclusive chapters on creating a brand, understanding organizational culture, consumer behaviour, e-branding, and managing brand architecture