Prologue

Preface

Acknowledgement

Foeword

About the Author

 

Part 1

Chapter 1: Strategic Brand Management Process

· What is a Brand

· Product v/s Brand

· Strategic Brand Management Process – Part 1

· Strategic Brand Management Process – Part 2

 

Chapter 2: Brand Architecture

· Brand Architecture System

· Designing Brand Architecture

· Case Study

 

Part 2

Chapter 3: Brand Identity

· Brand Identity

· Who Defines the Brand Identity

 

Chapter 4: Brand Personality

· David Aaker’s Model

· Kapferer’s Brand Identity Prism

 

Part 3

Chapter 5: Brand Positioning and Re-Positioning

· Brand Positioning

· Brand Positioning Basics – Part 1

· Brand Positioning Basics – Part 2

· Brand Positioning Statement – Guidelines

· Brand Re-Positioning

· Brand Positioning v/s Product Positioning

 

Part 4

Chapter 6: Brand Communication

· The importance of communication

 

Chapter 7: Brand Knowledge – Awareness and Image

· Brand Awareness

· Brand Image

 

Part 5

Chapter 8: Customer Based Brand Equity (CBBE)

· What is Brand Equity

· The CBBE Pyramid

· Five tenets of Brand Building

· Brand Management Framework

 

Part 6

Chapter 9: Managing Brands over Time

· Reinforcing Brands

· Revitalizing Brands

· Expanding Brand Awareness

· Improving Brand Image

Rajat Pathak, Bachelor’s in Commerce from Calcutta University, Postgraduate in Marketing and Sales Management from Bhartiya Vidya Bhawan and PhD in Management, he holds a long a distinguished career in channel sales with expertise in dealers and distribution network in companies like Castrol India, Jindal Swastik Pipes Limited and REPSOL YPF.

Rajat has experience of over 21 years with esteemed organisations in Manufacturing, Automobile, Lubricants, Service & Higher Education Industry such as Swastik (Jindal) Pipes, REPSOL YPF, Castrol Lubricants, S P Jain School of Global Management, IMT Hyderabad, NIIT and Educomp and is currently working as Director – Corporate Relations at Amity University Madhya Pradesh handling portfolios of significance extended to Strategic Management & Academic/Training expertise.  

During these tenures Rajat got opportunities to practice Strategic planning, Brand and Product Management across products and sectors, corporate governance, Man Management, Academic & Non-Academic Training, Business development, Brand positioning and enhancement, Event & vendor management, Team management, corporate relations, and Network development. 

Rajat has used his extensive Brand Management expertise in this book to help readers benefit the most out of his personal experience.

Anil Vashisht has more than 20 years of enriching experience in academics and corporate sector. A person with a high degree of integrity and knowledge, Dr. Vashisht is Bachelor of Engineering in Electronics and holds a Masters Degree in Business Administration.

Dr Vashisht is a majestic blend of strong theoretical orientation coupled with vast exposure in business practicalities. Having worked with leading business Groups of India like Reliance Industries Ltd. and Trident Group, Dr. Vashisht has developed an eye for details and expertise in the area of Marketing, Production Management, Supply Chain Management and other related areas. Genuine inclination and natural flair for teaching made him a true teacher, friend, philosopher and guide. With a staunch passion for research, he has many research publications to his credit, his area of expertise is Marketing and Supply Chain Management. He is actively involved in various corporate training and consultancy assignment both at industry and institution level.

Dr. Vashisht has travelled across some of  the best Universities and business schools in the world such as Wharton University, Columbia University, MIT Sloan, Harvard  Business School, NYU Stern, Kellogg’s Business School to name a few and has incorporated some of the best practices in academics and administrative fields. 

Dr. Vashisht is currently the Dy. Pro Vice Chancellor Amity University, Madhya Pradesh and Director – Amity Business School. With his international exposure and management skills he is also the Director – International Affairs at Amity University – Madhya Pradesh.