Definitive Book of Branding

Kartik is the founder of Purposeful Brands. He is the author of ‘Building Brands, Building Meaning’, and ‘Applying the Branding Iron’. Kartik has written for many websites on branding and run a column on Interbrand’s web portal brandchannel.com for five years. He is a regular contributor of papers to WARC.Kartik has been associated with brands in various ways from an advertising planner, brand consultant, DM & CRM professional to marketer. He has worked in different roles from a brand consultant in India’s first brand consultancy to President of Lowe & Partner’s DM division. His various roles have helped him look at branding from a somewhat “unique” perspective.Kartik has spoken at several international conferences on various topics ranging from Cause-related Branding to Market Research to CRM. In 2001, Kartik was nominated for the John & Mary Goodyear Award for Excellence in International Market Research. He has conceived and worked on thought leadership initiatives across disciplines. He is especially passionate about Cause-related Branding and was responsible for the first ever study on consumer attitudes toward CSR in India.Kartik is married and lives in Bangalore with his wife Vinitha and daughter Mithya. He is an avid Pink Floyd fan and is passionate about reading and cricket. He can be contacted at kartik@purposefulbrands.in

• List of Tables and FiguresForeword - Keith WeedPrefaceI: BUILDING BLOCKSThe Essence of Positioning - Al RiesCreating Meaningful Brands: How Brands Evolve from Labels on Products to Icons of Meaning - Mark BateyII: FROM NICHE TO MAINSTREAMThe Power of Words and Stories - John SimmonsAll Together Now: The New and Vital Strategy of "Community" - Douglas AtkinWhat It Really Means to Be a Challenger in Today’s World - Adam MorganBuilding Brand Authenticity - Michael B BeverlandThe Most Important Brand Question: How Does It Make Them Feel? - Daryl TravisBrands and Innovation - Jean-Noel KapfererBranding with a Cause - Kartikeya KompellaIII: BRANDING BEYOND MARKETINGLiving The Brand - Nicholas IndEmployer Brand Management - Richard MosleyGlobal Branding: Strategy, Creativity, and Leadership - Sicco van GelderBrand Valuation: Identifying and Measuring the Economic Value Creation of Brands - Jan LindemannIV: TOGETHER WE STANDCo-Branding - Tom BlackettThe Guide to Co-Creation - Clare Fuller and Arunima KapoorV: BUILDING BRANDS ON BELIEFWhat Chatterjee Said: Designing Brands From The Inside Out - Patrick HanlonPassion Brands: The Extraordinary Power of Brand Belief - Helen Edwards & Derek DayLovemarks in the Age of Now - Kevin RobertsIndex

"This book provides an excellent and insightful set of chapters on how to build and manage brands by some of the best-known experts on the topic. A must read for brand builders!"