Book Review : SPARK The Insight to Growing Branding

With the expanding purchasing power, branding of products and services has emerged as an indispensable part of business strategy. In order to serve the consumers, the companies commission various kinds of tools and strategies. Increasing aspiration in a country like India is posing a daunting challenge as well as opportunities for the companies. They are trying to equip themselves with multiple strategies because the competition is rife and intense.

As we remember, a meticulously executed advertising evoke emotions in various ways. People feel connected with such brands and they have a long-lasting impact on the cognitive construct. Even after several decades, they can easily recall that how a particular brand influenced the consumers and inspired many.

This book is divided into three parts: Part One deals with the insight to growing brands. Part Two focuses on the insight to connecting with consumers and Part Three shows that creativity that drives brand growth. All these are very important components for the growing barnds.

In this book, the author is trying to accelerate the learning curve for those professionals who are associated with various kinds of growing brands. With a set of case studies of brands like Dove, McDonald’s, this book is replete with multiple tips and memorable acronyms. This book is less about the ‘what’ and more about the ‘how’. In other words, it’s a practitioner’s handbook. With help from the practices which are enunciated in the book, the professionals will learn how to develop a powerful advertising in collaboration with the advertising agency.

Paddy Rangappa is an alumnus of Indian Institute of Management Ahmadabad (IIMA). Rangappa has worked extensively in various countries at the senior level in the domain of marketing.

The Insight to Growing Branding
By Paddy Rangappa
Simon & Schuster India
Rs 499

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