Table of contents:
Chapter 1. Brand prognostications - challenges and the road map ahead
Chapter 2. Changing paradigms, competitive strategies and role of integrated marketing communication in building brands in Indian market
Chapter 3. Should there be an Indian brand at all?
Chapter 4. Brand management: hiring mind space
Chapter 5. Great advertising does not build cult brands - something else does the magic
Chapter 6. Branding India: Strategic challenges and possible approaches
Chapter 7. Nation branding: issues and challenges in the context of building brand India
Chapter 8. Desi brands of Indian market, challenges in Indian FMCG sector branding
Chapter 9. Strategic advantage through successful co-branding
Chapter 10. Branding on net: leveraging offline brands
Chapter 11. Leveraging brands through extensions and factors influencing consumer acceptance of extensions across product categories
Chapter 12. Creating customer value focused organization through employment branding
Chapter 13. Effectiveness of product placements in Indian films and its effect on brand memory and attitude with special reference to hindi films
Chapter 14. Developing a global brand
Chapter 15. Brand personality as a competitive advantage
Index