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Darwin's Brands: Adapting for Success

by Anand Halve SAGE Publications Pvt. Ltd
Pub Date:
01/2012
ISBN:
9788132107156
Format:
Pbk 188 pages
Price:
AU$34.99 NZ$36.51
Product Status: Available in Approx 14 days
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Darwin's Brands traces the evolution of some of the most notable brands in the Indian marketplace by looking at the interplay of forces that created the 'environments' in which they operated. The book elucidates the point that it is the capacity to adapt to changes and formulate effective strategies that determines who survives in the marketplace. In a vibrant economy such as India's, where competition from newer and equally interesting launches is very strong, and where customers' preferences change frequently, these brands have shown resilience and the ability to identify and seize opportunities, while still retaining some of their signature facets that make them 'brands'. Learning from winners helps one avoid becoming a loser. Each of the brand stories in this book is unique but shares some common threads running through the evolution of their strategy and actions, which will help brand practitioners and students carve out strategies and action-plans for themselves.

Introduction
I: CONSUMER GOODS
Thums Up: A Thundering Success
Cadbury's Dairy Milk Chocolate: The Real Taste of Life
Saffola: Heart OK Please!
Maggi: 25 Years in 2 Minutes
Amul: The Taste of India
Lifebuoy: Where there's Lifebuoy, there's Health
II: HOME AND DURABLES
Titan: The Times they are a Changin'
Asian Paints: The Colours of Happiness
Hero Honda: Zero to World Leadership in 60 Months
Maruti: The Long and Winding Road
III: MEDIA
Femina: A Matter of Substance
IV: SERVICES
Airtel: If Only We Talk to Each Other

Darwin and rsquo;s Brands isn and rsquo;t a how-to book. It is and hellip;a and ldquo;novel and rdquo; about Indian advertising. The collection of stories in this book are examples of some brands that have used advertising well and hellip;Taking these brands as examples, the author lays down the fundamental rules of how to push an ad campaign and turn it into something exceptional and hellip;The architecture of the book is interesting and hellip;Halve and rsquo;s review of published work on each subject is very extensive; most of it is quite recent. Business Standard Engaging study of how enterprises successfully connect with consumers through brand imagery. The Business Line The style of writing makes the strategies simple. has taken great effort in chronologically weaving together the brand strategies with the product category and rsquo;s progress and status. The author has made sure that he gives the reader a complete overview about the category in which the brand functions...The inquisitive minds who would want to know the why and how behind their favorite campaigns would be captivated by every word written. Further, the colloquial style of writing seasoned with the author and rsquo;s personal anecdotes makes it an easy and interesting read. and hellip;It is a good read for people it has been targeted at- brand practitioners, students and business managers. Pitch The stories are readable and packed with historical anecdotes, interviews and tidbits that are not commonly known and hellip;. been designed as study material for classrooms, which deserves support because there is an acute paucity of Indian cases for use in classrooms and hellip; presents the brand building process in a short, easily readable format and hellip;.it and rsquo;s a great addition to the documentation of successful Indian brands. A must read. Outlook Business
Anand Halve is the co-founder and Director of chlorophyll brand and communications consultancy, Mumbai, India. Prior to this, he was on the Board of Enterprise Nexus Communications, and has worked at Lowe Lintas and Rediffusion. He did his MBA from Indian Institute of Management, Ahmedabad, India, in 1977. He has also been a visiting faculty at Mudra Institute of Communications, Ahmedabad and IIM, Ahmedabad, for several years. At chlorophyll, he has been instrumental in the development of copyrighted branding models and brand development processes. His experience as an entrepreneur has been featured as one of the case studies in Rashmi Bansalas bestseller, Stay Hungry, Stay Foolish, which published by IIM, Ahmedabad in 2008. Halve also contributes to various online and print media, including Hindustan Times, Campaign India magazine, afaqs.com and exchange4media.com. Halve is the author of Planning for Power Advertising: A Useras Manual for Students and Practitioners (2005).