A Requiem for a Brand : Targeting the New-Age Consumer

Are brands losing power? If yes, what changes are causing the decline in brand power? And how should brands be managed differently in the twenty-first century? These are some of the questions Pradip Chanda tackles in his book, A Requiem for a Brand. The book lays out a new Way of managing brands. It also shows future trends that may influence how brands are managed over the next decade or two. Pradip highlights his thesis with several Indian and international case studies which make fascinating reading. Whether you agree with the arguments of this book or not, it will certainly make you think. And that, in my judgement, is the hallmark of a good book. Book jacket.