ABC of Brand Building in India

Description

his book offers a comprehensive and detailed account of brand building in the context of India. With an understanding of various aspects of brand building, its significance in sales and marketing, the book delves deep into issues pertaining to Budgeting for Advertising & Sales Promotion, the way budget allocation and monitoring take place. Based upon his long experience in this field, the author documents and analyses various types of Brand Building activities in practice including guerrilla branding and digital marketing. Along with this, the study goes into a wide range of issues i.e., the role of Customer Relationship in Brand building; measurement and effectiveness of brand building activities; the role of crisis Management in Brand Building Arena; future of the brand building, and suggestion on budgeting, media mix monitoring, brand crisis, CRM, etc. for brand manager/marketer. The book will be particularly helpful to the CEOs, Management executives, consultants, media professionals, media Agencies, marketers & brand manager in designing, implementation, and monitoring their brand building activities.

About the Author

Kumud Nath Jha (Ph.D., Economics) is a first-class Post- Graduate in Economics from L.N.M.U. Darbhanga. He also secured first class, Master of Business Administration (MKT) degree from B.R. Ambedkar University of Muzaffarpur (earlier Bihar University). In addition to a book Economics and Impact of Technology Transfer to Rural Areas (Deep & Deep Publications, New Delhi, 1994), Dr. Jha has contributed a number of articles to various outstanding journals.
In the year 1993, Dr Jha joined Jaypee Group Cement Division in Rural Marketing and worked across eastern, central & northern regions of cement marketing. He became the Deputy General Manager (Brand Management).
The author is presently working with an emerging group in Cement Manufacturing & Marketing Business namely, Kanodia Group of Company as a GM-Brand & Sales Promotion (Noida).
Dr. Jha owns vast experience in various corporate brand-building activities.
In a span of three decades, Dr. Jha launched and undertook re-branding ventures of the various brands of Jaypee Cement and other key products of Jaypee Group. With experience in launching products from new plants in virgin markets, he has conducted strategic branding, campaign management & sales promotion schemes.
Dr. Jha launched Jaypee Karishma Waterproofing Powder - A Product of Jaypee Group of Companies in 2000, the Jaypee Shaktiman Cement Chadar (AC Sheet) in 2006, and Jaypee Sharda Cooking Oils (Soya & Mustard) in 2011. In 2006, he qualified Jaypee Group Internal Certification Exam - Future Managerial Cadre (FMC) and an Internal Quality System Auditor towards soldering higher responsibility. During the association with Jaypee Group, he has developed various literature, booklets & manuals on Cement Sales & Marketing.

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