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Branding Demystified

Branding Demystified
Plans to Payoffs

First Edition

Brand Management

January 2010 | 264 pages | SAGE Publications Pvt. Ltd

The aspects of marketing surrounding a brand, like advertising, sales promotion, and distribution, can mislead and confuse brand builders. Branding Simplified: Plans to Payoffs aims to dispel the cloud of these peripheral issues and clarify the foundations on which strong brands are built, with a distinct focus on the higher-order connect between the prospects and the brands.

With the help of India-based examples and illustrations, the book analyzes why brands have become indispensable in our lives. It communicates the key concepts of branding and branding strategy with an optimum degree of lucidity.
The book focuses on the following important branding challenges:

  • Brand meaning
  • Brand vision
  • Brand transformation
  • Brand value in higher orbits
  • Brand strategy
  • Leveraging the brand
  • Brand adjustments

The book will be helpful to professionals in the fields of marketing, advertising, consulting, strategy, as well as entrepreneurs. Teachers and students of business management, advertising, and branding will find it an incisive and exhaustive text on brand-building and brand management.


Why Brands?
What is Brand?
Brand Transformation
Brand Vision: Concepts and Creation
Pushing the Brand to Higher Orbits
Pressing Hot Buttons in Consumer Value Space
Internal and External Leveraging of Brand Assets
Decoding Branding Strategy
Shifting Brand Gears to Stay Connected
Power Branding: Unequal among Equals

Fantastic book, light read and enjoyable

Miss Hajrija Dergic
Department for Marketing, Innovation, Leisure, and Enterprise, Wolverhampton University
February 18, 2020

I do not run the branding modules on the course, but I will be recommending this book to the tutors that do. It does what it says on the cover, with efficiency and verve.

Mr Andy Frith
Media Production, Northumbria University
November 13, 2013

Its an interesting book specially by the examples and case reflection analysis.
The author present us with a deep approach to current problems and I underline the social network proposals as very accurate and usefull.

Professor Alvaro Dias
Management, Instituto Superior de Gestão
April 19, 2013

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ISBN: 9788132102342

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