Synopsis
The book is dedicated to branding strategies, which are classified into macro and micro types.Macro type of branding strategies are those, which are broader way of creating a brand like individual branding, multiple branding , mix branding and co-branding etc. These strategies are decided basically at corporate level under broader business perspectives. But often there are micro factors pertaining to product, demand, market, technology and consumer, which are also important in branding strategy.The strategies,which are decided based on these micro level factors are classified into micro branding strategies. Branding strategies based on geographical reach, income group, quality of product, age of consumer, gender of consumer, traditional and ancient knowledge, social value, technology involved and green cause etc. are classified into micro branding strategies. There strategies are based on keen insight of product, market, demand, consumer, technology and issues related to planet. The book unearth phenomena of value based branding, which encourage organizations to associate themselves with a social value. Thre is discussion on novel idea of country(province) branding , which may result in bringing a country(province) on top of globe in any particular business activity, in which it has strength. A perception of technology branding and green branding is also conceptualised in the book, which is understood to be latest practice in industry with a consortium behind its advocacy. The concept of technology branding and green branding leads one to various possible levels at which a branding can be done and various possible brand architecture. Lastly, it explains a matrix analysis based methodology to find strength and presence of a brand and untouched niche areas. All the sections in the book use suitable examples and illustrations, whereever possible. It is expected that book will be interesting reading for academicians and industry practishneres of management sciences and marketing management, both.
About the Author
Aravind Chaturvedi graduated in mechanical engineering from prestigeous K.R.E.C., surathkal, India during years1985 to 1989. He later obtained masters in technology from Punjab technical university in thermal engineering with specialization in renewable energy. His schooling was completed in eastern U.P. He has worked for several companies as engineer and manager with exposure in mechanical engineering, information technology and marketing management in different states of India, mainly at new delhi, chennai and mumbai. He also lectured at university distance learning centers to management students. For past several years, he is working as professor in management and technology institutes affiliated to kurukshetra university.
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