Brand communication is a process of making a brand known to the customers. A brand does not have proper value, if it is not communicated properly to its intended customers. In this genre of cut-throat competition, brand communication is getting high importance. Branding a product or a commodity adds new dimensions that differentiate products and services from one another. These dimensions are commonly known as brand attributes, which can be functional, rational, symbolic or sometimes emotional. A customer, while purchasing a product or services, always gives importance to the brand attributes. Brand communication is intended to promote these brand attributes to the target audience in a manner, which leads to greater brand acceptance. The book gives insights into the contemporary approaches to effective brand communication, which help in enhancing brand awareness, creating a favorable and consistent brand image, leading to a long lasting relationship with the customer.
ABOUT THE AUTHOR Naveen Das
Naveen Das holds a B.Tech (Hons.) from IIT Kharagpur and PGDM from IIM Calcutta. He had a seven-year corporate stint in Godrej-GE Appliances Ltd., a major durables company in India, where he has handled responsibilities in as diverse fields as Engineering, R&D, Projects and Sales. He has been into academics for more than seven years in teaching, research, student advising, and consulting. He teaches basic marketing and capstone strategy subjects. In his earlier responsibility, as Dean, Educational Development Cell of Icfai Business School, Hyderabad, he has handled quality issues, including international accreditation and global networking, and been a member of the task force streamlining academic processes. Currently, he is working as Dean, Icfai Business School Research Center, Kolkata, where he is leading a team of knowledge workers engaged in research in various domains of management. He has edited a number of books on branding, and management, and regularly writes and speaks on management, educational policies, services marketing and strategy issues, etc. He has consulted companies like Satyam, Dr. Reddy’s, CGG, and Government of Andhra Pradesh. He has also conducted a number of management and faculty development programs.
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