FCB-ULKA BRAND BUILDING ADVERTISING: CONCEPTS AND CASES

Brand Building Advertising Wades Through This Complexity And Shares With The Practitioners Some Of The Success Stories Of Fcb-ulka Advertising Agency, That Put Some Companies And Products On The Brand Map. Written In A User Friendly Style, The Book Highlights The Concept And Dwells On The Process Of Genesis Of A Brand, Where It Emerges From The Shadows Of Anonymity Into Limelight Of Brand Equity. The Concepts And Cases Have Been Described In 6 Sections, Including Fundamentals To: Making Advertising Work Making Consumer Product Advertising Work Making Consumer Durable Advertising Work Making Business-to-business Advertising Work