Successful branding by Pran K Choudhury, Universities Press, 2000.

Authors

• Vijay G Vancheswar, Indo Rama Synthetics

Document Type

Book Review

Abstract

Successful Branding is a good amalgam of real-life Indian case studies which highlight the role of branding in successful marketing. While most of the cases revolve around fast moving consumer brands, given the sensitivity of this category to market perceptions, houdhury does provide interesting cases of brand creation in low interest category commodity products such as cement(Ambuja Cement) and intermediate products such as denim (Arvind Mills).

Recommended Citation

Vancheswar, Vijay G (2001) "Successful branding by Pran K Choudhury, Universities Press, 2000.," IIMB Management Review: Vol. 13: Iss. 4, Article 27.
Available at: https://research.iimb.ac.in/imr/vol13/iss4/27

Publication Date

12-1-2001

First Page

133

Last Page

135