Titans of Branding
Lindberg-Repo Kirsti, Mehra Esha, Gupta Nishant, Dube Apramey &
Kaul Vividha, Gummerus 2009
“It was the best of times, it was the worst of times……”
---- Charles Dickens in ‘A Tale of Two Cities’
As the world economy faces the most challenging times branding and innovation emerge as possible solutions for today’s management conundrums. Nine world renowned brand experts put forth their views in this unique book ‘Titans of Branding’ which reflects innovative strategic thinking in the field of global branding. Through interviews, the book brings together perspectives from global branding leaders. The book has organized their perspectives into a new integrated framework that keeps the customer at the center, linking brand to innovations and globalization.
The premise of this branding publication has a built-in appeal: Include the customer from the beginning in the marketing process. Bernd Schmitt, the renowned brand Guru supports the central theme as he claims in the book that it is relevant to add the customer voice to the process. Presenting brands as stories of success the book leaves the reader with the concept that innovation needs to be branded and the brand needs to be innovated continuously in order to succeed in the glocal market
What makes Facebook the online rage that it is today? What can Nike and Apple offer better when together to their customers? Through numerous such case studies and examples of successful brands both on a global as well as local scale the book aims to highlight the strategies for weathering the storms of global crisis.
What does the book offers to the readers? An outcome of an engrossing research project and presented in a reader friendly lucid format, Titans of Branding assures to equip the readers with the academic and managerial strengths to successfully manage the future challenges of branding in the global economy. The authors’ idea behind the book is to answer the questions that corporate executives, managers and students face while dealing with the branding and innovation issues in today’s flat world.
The central purpose that the book aims to serve is to help companies survive and grow in a globalized world.
