The aspects of marketing surrounding a brand, like advertising, sales promotion and distribution, can mislead and confuse brand builders. Branding Simplified: Plans to Payoffs aims to dispel the cloud of these peripheral issues and clarify the foundations on which strong brands are built, with a distinct focus on the higher-order connect between the prospects and the brands.With the help of India-based examples and illustrations, the book analyses why brands have become indispensable in our lives. It communicates the key concepts of branding and branding strategy with an optimum degree of lucidity. The book focuses on the following important branding challenges: " Brand meaning" Brand vision" Brand transformation" Brand value in higher orbits" Brand strategy" Leveraging the brand" Brand adjustmentsThe book will be immensely helpful to professionals in the fields of marketing, advertising, consulting, strategy, and so on, and to entrepreneurs. Teachers and students of business management, advertising and branding will find it an incisive and exhaustive text on brand-building and brand management.