Aravind Kumar Chaturvedi

Spectrum of Branding Strategy Aravind Kumar Chaturvedi

The book is dedicated to branding strategies, which are classified into macro and micro types. Macro type of branding strategies are those, which are broader way of creating a brand like individual branding, multiple branding, mix branding and co-branding etc. These strategies are decided basically at corporate level under broader business perspectives. But often there are micro factors pertaining to product, demand, market, technology and consumer, which are also important in branding strategy. The strategies, which are decided based on these micro level factors are classified into micro branding strategies. Branding strategies based on geographical reach, income group, quality of product, age of consumer, gender of consumer, traditional and ancient knowledge, social value, technology involved and green cause etc. are classified into micro branding strategies. There strategies are based on keen insight of product, market, demand, consumer, technology and issues related to planet. The book unearth phenomena of value based branding, which encourage organizations to associate themselves with a social value. Thre is discussion on novel idea of country(province) branding, which may result in bringing a country(province) on top of globe in any particular business activity, in which it has strength. A perception of technology branding and green branding is also conceptualised in the book, which is understood to be latest practice in industry with a consortium behind its advocacy. The concept of technology branding and green branding leads one to various possible levels at which a branding can be done and various possible brand architecture. Lastly, it explains a matrix analysis based methodology to find strength and presence of a brand and untouched niche areas. All the sections in the book use suitable examples and illustrations, whereever possible. It is expected that book will be interesting reading for academicians and industry practishneres of management sciences and marketing management, both.