Contemporary Branding: Practices and Applications

Branding has attained importance beyond just naming products. A strong brand strategy not only increases the awareness of its products, but also establishes a strong feeling, feedback and a favorable outlook towards the company as a whole. Brands need to be developed continuously and consistently which requires perseverance in the way branding approaches and practices are innovated. The modern marketing managers have been designing various innovative branding strategies aiming at achieving corporate excellence. Day-by-day, one can witness a number of radical approaches to branding being exercised by the companies. Newer branding techniques like Abstract Branding, Cult Branding, Emotional Branding, Co-branding and Primal Branding are emerging as strong tools of marketing. Branding is now not an activity to be delegated to just a department but has to be dealt with by the top level management. One need not wonder if the companies have to appoint CBOs (Chief Branding Officers) in the near future. Such is the growing importance of branding in the corporate world. As branding has become an imperative and also an innovative activity of marketing function, it is ideally thought that a book on contemporary branding strategies would certainly aid the corporate and academic circles with insights into modern branding practices. The book elaborates the approaches, concepts, theories and applications of branding strategies that have emerged contemporarily.