A Requiem for a Brand: Targeting the New-Age Consumer

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  • Format: Hardcover
  • Copyright: 2010-07-01
  • Publisher: Antique Collectors Club Ltd
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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.

Author Biography

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.

Table of Contents

Forewordp. ix
Prefacep. xi
What Porter Didn't Have to Teachp. 1
The Brand Build-upp. 5
Valuing a Brandp. 9
Measuring Brand Equityp. 16
Emergence of the Knowledge Consumerp. 24
Profile of the Knowledge Consumerp. 28
Globalization of the Knowledge Consumerp. 35
A Peek into the Minds of Knowledge Consumersp. 42
The Trade Learns Firstp. 49
Manufacturers Wake Upp. 61
An Icon Under Pressurep. 67
Building an Iconp. 76
Creating a Winning Brandp. 91
Strategies for the New Millenniump. 101
Re-inventing Walmartp. 108
The De-Beers Makeoverp. 118
The Audacity of Hopep. 124
Acknowledgementsp. 135
Indexp. 136
Table of Contents provided by Ingram. All Rights Reserved.

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