Drawing from his extensive business management experience, Pradip Chand turns traditional wisdon on its head when he proposes that Brand Loyalty is inversely proportional to the income and education levels of the 'knowledge consumer'. He examines how and why brands become strategic assets, traces the evolution of the knowledge consumer and what can companies do to protect equity of the brands they have nurtured over the decades.

A new approach to building a Brand Loyalty that gives marketers a competitive edge in todays high-tech, high-stake brand-hostile environment. The book combines the knowledge with engaging real life case studies and proven examples.

About the Author

Pradip Chanda is a management consultant., author, columnist and noted speaker on the subject of corporate turnarounds and start-ups. His book on turnaround management, The Second Coming: Creativity in Corporate Turnarounds has been widely acknowledged as a valuableguide for practising managers. An international edition titles Corporate Turnaround; Strategies for Renewal is distributed in many countries worldwide nad has been translated into Mandarin for distribution in China.

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