The brand image

BRAND MANAGEMENT - The Indian Context: Y.L.R. Moorthi; Vikas Publishing House (P) Ltd., 576, Masjid Road, Jungpura, New Delhi- 110014.

Rs. 350.

THIS IS not just one more book on brand management but a work studded with interesting data and critical analysis with valid conclusions on the complex subject of brand management in the Indian context. The author, by virtue of his experience in large corporates and also in a prestigious teaching institution, has combined his experience and the concepts in a unique fashion in presenting the subject.

The book is divided into five chapters - brand success, brand equity, brand extension, brand personality and brand repositioning. Brand success is the ability of the product to retain a reasonable market share despite market redefinition is a very valid statement. The examples given are drawn from the success stories of three widely used products - shampoo, toilet soap and talcum powder. It is interesting to know that several factors contribute to the sustained success of certain products, although opportunities are common for all of them.

In the brand equity the author has covered these aspects in three dimensions - cost-based, price-based and consumer-based. In dealing with brand extension he has adopted an innovative approach and analysed some of the popular products and the group products which are related or unrelated, similar or dissimilar, and the cause for success and failure.

The most important aspect in brand management relates to brand personality which distinguishes one brand from another. Although not much research work has been done in India, the author has deftly handled the subject to arrive at certain valid conclusions.

The chapter on brand positioning deals with the art of creating a distinct image for a product in the minds of the customers. The book contains valid data and market information in order to understand the contribution of the brand image in the turnover, market share and profit.

In these days when number of mergers and acquisitions take place, the concept assumes added importance in determining the real value of the company. Many more books should come into the market on the subject in the near future.

S. ARUNAJATESAN

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