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Branding Demystified

Branding Demystified
Plans to Payoffs

First Edition

Other Titles in:
Brand Management | Marketing

June 2018 | 264 pages | SAGE Response

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

Harsh V Verma

Harsh V Verma is Associate Professor at the Faculty of Management Studies (FMS), University of Delhi, where he teaches courses like Marketing Management, Consumer Behaviour, Marketing of Services and Brand Management. He has taught Services Marketing elective at the Indian Institute of Management Lucknow for several years. He is actively involved in training executives of both Indian companies and MNCs in the marketing area. Some of the companies for which he has conducted training include Nestle, BSNL, Siemens, GAIL, State Bank of India, Indian Oil Corporation, Taj Hotels and TATA Motors. His article ‘Packaging: A Magic Tool for the... More About Author

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