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Brandvantage

Release date: November 15, 2021
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Trupti Bhandari (Author) TRUPTI BHANDARI is a global business leader and marketer with experienc... Read More

Product Description

Trupti Bhandari (Author)
TRUPTI BHANDARI is a global business leader and marketer with experience across FMCG, healthcare and lifestyle segments in companies such as Reckitt Benckiser, Pfizer, Bausch + Lomb and GSK Consumer Healthcare. She has helped build iconic brands such as Dettol, Horlicks, Boost, Sensodyne and Crocin, among others, in various leadership roles. Honoured with multiple communication and marketing awards, Trupti has also co-authored the bestselling business book Pragmarketism, along with Arvind Bhandari. Currently based in Switzerland, Trupti provides consulting to organizations on brand strategy and communication.

Arvind Bhandari (Author)
ARVIND BHANDARI, currently working as Global Head, Wyeth Nutrition at Nestlé, is a corporate veteran with twenty-five years of work experience across leading organizations such as ITC, JWT, PepsiCo and Nestlé. In senior business leadership roles, he has nurtured classic brands like Maggi, Lay's, Pepsi, Everyday and Milkmaid, to name a few. Holding degrees in management, humanities and law from institutions such as the Institute for Management Development (IMD), Lausanne, S.P. Jain Institute of Management and Research (SPJIMR), Faculty of Law and St Stephen's College, Delhi, Arvind is a regular writer/columnist for marketing and business publications and lectures at prominent management institutions. Arvind has been presented the AsiaOne 'India's Greatest CMO 2016-17' award, for excellence in marketing.

In the hyper-cluttered consumer world, unsuspecting brands are heading towards commoditization. With Brandvantage, brands and their custodians now have a platform to catapult to glory. The book gives a vantage perspective based on a unique triple-paradigm:


The hardware of brand competencies built on reimagined fundamentals of marketing. Discover how to gauge brand strength and diagnose problems by reading data transversally to turn around a declining brand or propel a steady brand to new heights. Learn how to position your brand uniquely in a super-competitive environment. Get tips on understanding your consumer to segment and communicate with high resonance, and create an engagement world with the mystique of a cult brand.
The software of managerial skills, based on the 'STRIVES' framework, required to navigate the volatile corporate world successfully.
The hitherto unspoken world of office art that facilitates the interplay between the hardware and software, bringing brand advantage to fruition.

Peppered with live examples and case studies, based on their personal experience spanning over four decades of building iconic brands, Trupti and Arvind bring to you twelve weeks of carefully crafted steps to brand leadership. Grab the advantage to create your cult brand with Brandvantage.

For further conversations on brand leadership and strategy, write in to:
truptiarvind@pragmarketism.com

'I wish Brandvantage were around when I started my corporate journey decades ago! Arvind and Trupti, who punch in more than four decades of experience between them, have expertise in conceptualizing, creating, managing, nurturing, growing and curating some of the most iconic global and local brands. Brandvantage is a compendium of some of the most critical "hardware" and "software" every brand marketer, or indeed business person, needs. A must-read for every young marketer starting his or her starry-eyed journey to create a new brand icon or the seasoned one who takes a "pit stop" to refresh vital skill sets''Learning is an ongoing process. Business schools start with the principles and learnings till the date of your course completion. Thereafter, one begins the journey of learnings from the experience of others combined with your own learnings. This book is a bridge between business school and your travels''Brandvantage is an easy-to-use guide that can help take your brand towards leadership in these hyper-competitive times. It very simply takes one through the process of brand building, from mining insights to targeting and developing communication to shaping a cult brand while staying agile and focused on the consumer. Real tips for today's marketers''Trupti and Arvind are what I call serious knowledge compasses and serial authors and through their second joint book on the art and science of brand building called Brandvantage, they offer a new playbook through their own insights. As practitioners, they have first-hand knowledge of how to build brands and businesses with old brand fundamentals and new-age digital tools. I can say this book is a laser-guided missile of knowledge and a brand vitamin for business owners and brand builders. Read the book to get fresh ideas and contextual frameworks that work in the real-life digital economy''A first-of-its-kind master guide which trains you on not just superlative brand management but also on elevating your leadership journey. A must-read for every aspiring and practising marketer''A masterpiece must quintessentially be simple. An amazing one for anyone who has been intrigued or challenged by building a brand. So intuitive, yet powerful. This book packs more than a punch''Brandvantage lays out essential and holistic principles of brand management in a twelve-week journey, along with "office art" organizational enablers and career management skills to build cult brands and a sterling career. Grab it''Brandvantage is a must-read for marketing and brand-building professionals, especially in their early professional years. The practical approach suggested by the authors is a testimony to the fact that both Trupti and Arvind have been practitioners of this art/science in their careers. The essence of brand management has been distilled and sharpened into a twelve-week journey to build formidable brands and one's career. Highly recommended''A brilliant step-by-step guide for successful brand management and consumer engagement. What makes it real are the case studies and personal experiences from the brand masters themselves'

Product Details

Title: Brandvantage
Author: Trupti BhandariArvind Bhandari
SKU: BK0454659
EAN: 9780670095315
Language: English
Binding: Hardcover
Release date: November 15, 2021

About Author

TRUPTI BHANDARI is a global business leader and marketer with experience across FMCG, healthcare and lifestyle segments in companies such as Reckitt Benckiser, Pfizer, Bausch + Lomb and GSK Consumer Healthcare. She has helped build iconic brands such as Dettol, Horlicks, Boost, Sensodyne and Crocin, among others, in various leadership roles. Honoured with multiple communication and marketing awards, Trupti has also co-authored the bestselling business book Pragmarketism, along with Arvind Bhandari. Currently based in Switzerland, Trupti provides consulting to organizations on brand strategy and communication.ARVIND BHANDARI, currently working as Global Head, Wyeth Nutrition at Nestlé, is a corporate veteran with twenty-five years of work experience across leading organizations such as ITC, JWT, PepsiCo and Nestlé. In senior business leadership roles, he has nurtured classic brands like Maggi, Lay's, Pepsi, Everyday and Milkmaid, to name a few. Holding degrees in management, humanities and law from institutions such as the Institute for Management Development (IMD), Lausanne, S.P. Jain Institute of Management and Research (SPJIMR), Faculty of Law and St Stephen's College, Delhi, Arvind is a regular writer/columnist for marketing and business publications and lectures at prominent management institutions. Arvind has been presented the AsiaOne 'India's Greatest CMO 2016-17' award, for excellence in marketing.

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