Branding has many synonyms; some call it “science” and some call it “art”.
Different brand managers perceive branding in numerous forms; however,
the ultimate goal remains the same: creating long term associations with
target audiences. Branding is an interplay of various marketing aspects that
creates an environment for brands to flourish and rule in the marketplace.
The world of branding started its journey from the Stone Age and has also
witnessed the rise of social media. This evolutionary journey teaches many
valuable branding concepts that formed the secret ingredients for modern
branding tactics.

This book offers a peek into branding strategies from a relationship
perspective through different branding forms. Branding is nothing but
relationship building. It is interesting to see how great brands have built
successful relationships with their customers and not just buying and selling
relations.

Emotional connect builds the robust platform for brands to be associated
with customers for a long time. Efforts have been made in this book to
explore essential aspects associated with building emotional connections.
Be it branding vocabulary, storytelling, brand persona, branding exercises,
brand architecture or neuromarketing, each chapter of this book highlights
numerous unique aspects of branding through relevant examples of world’s
leading brands. This book unveils the secrets of leading brands and provides
an insight on their innovative and intelligent working environment.

It is fascinating to learn about the stories of world’s leading brands and how
they achieved their iconic brand images by winning the game of branding.
It’s all about adapting smart and relevant principles to convert an ordinary
brand into an influential one.