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This fantastic book has meticulously delineated with a flair and aptly portrays the multi-dimensional facets of Brand Management. The book succinctly portrayed product portfolio and has explained brand values for the making of a performing business. It has blended and mixed the principles and practice of the brand management in the domain of marketing and reflected on the holistic aspect for combating VUCA environment. The new normal economic conditions in the transitional economy of India has been elicited with a convergence and novelty. The new ideas of the new economy have been embedded with a leaner thought, and resulted with brand promotion. A single product has been deliberated with its attributes for the making of a brand in a turbulent cut throat business climate.
This book is for the management students, scholars, researchers and professional for understanding the essence of Brand Management. The cutting-edge work and deductive lucidity has been manifested provided strategy paradigm for redefined brands.