This is a path breaking book - it takes your understanding of Brands, Brands Maps, and Brand Personality to a new high. The destination however is beyond brands into the realm of Doppelganger analysis and implications. The author takes you on a journey of laying down the fundamentals of Doppelganger, leading onto how exactly to quantitatively measure a brand's Doppelganger. Research Method includes sample, variables, procedure for data collection, various statistical and analytical tools, interview, nature of interview, pre-testing of the tools, primary and secondary data sources, administration of tools, data processing and various precautions undertaken while data collection. The methodology chosen in the research is the Brand Concept Mapping Technique by John, Loken, & Monga, (2006). According to this qualitative technique, respondents were asked to elicit the brand associations linked to Indian Premier League (IPL). The responses by the consumers were to open- ended questions (e.g., What do you think when you think of IPL?). Open-ended question was particularly used to encourage an elaborate and meaningful answer, according to the respondents' own knowledge, experience and/or feelings. Eventually, the book shares the toolkit to apply Doppelganger methodology to any other brand - and the author aspires this proliferation to be taken to 10,000 more brands. The consequences are materially significant, as the brand custodians would get a powerful perspective on how differently to manage the bands the own, and successfully ward off Doppelganger.

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