Advertising and Branding Basics

Offers valuable insights on brand building in today’s consumer-centric world.

From the experts who have witnessed the highs and lows of various brands, Advertising and Branding Basics offers valuable insights on brand building in today’s consumer-centric world. As millennials continue to grapple with bottlenecks such as brand malfunctioning and bad customer reviews, the book provides a holistic review of the industry and why some brands survive the competition and others cease to exist. The book will draw the interest of advertising and branding professionals and new age leaders looking for one-stop advice on the subject. 

SAGE Back to Basics is a distilled compilation of proven and timeless ideas and best practices for new-age and experienced leaders alike. The hand-picked collection of books—on management, leadership, entrepreneurship, branding and CSR—offer advice from management experts whose knowledge and research has impacted and shaped business and management education. 

Other books in the series:
Timeless Leadership | Leadership Lessons from Dr Pritam Singh | Corporate Social Responsibility in India | Basics of Entrepreneurship | Human Resource Development Insights | Ideate, Brainstorm, Create | Building Professional Competencies | Timeless Management | Soft Skills for Workplace Success

PART I Advertising
How It All Began - J. V. Vilanilam and A. K. Varghese
Conventional Advertising and Advertising Agencies - J. V. Vilanilam and A. K. Varghese
The Craft of Advertising Copywriting - J. V. Vilanilam and A. K. Varghese
Positioning: Identifying What Can Make Your Brand Unique - Anand Halve
Public Relations: Into the Strategy Realm - Joseph Fernandez
PART II Branding
Building Brand Identity in Challenging Times - Rajat K Baisya
Creating Meaningful Brands: How Brands Evolve from Labels on Products to Icons of Meaning - Mark Batey (ed. Kartikeya Kompella)
Hidden Value of Brands: Brands in Mergers and Acquisitions - S. Cem Bahadir (eds Rajendra K. Srivastava and Gregory Metz Thomas)
Holistic Brand Management: Seven Cases of B2B Brands - Sharad Sarin