Marketing is about building brand value for the consumers, society and intermediaries. So how does a person, an institution or a business entity build brand value? Can a methodology be evolved that can be applied to a developing country like India?

 
Building Brand Value is based on five intrinsic steps for developing a new brand and for making an existing brand stronger and more valuable. Besides this, it provides insights on positioning options, brand audit, and more, that can be of use to marketing and brand managers in Indian companies

 
The book has a strong Indian favour to it. Its methodology and approach are bound to be useful to management students and can be adopted in other developing countries as well.

M.G. Parameswaran, a Chemical Engineer from IIT Madras and an Honour Roll Management Graduate from IIM Calcutta, is Executive Director and CEO of Draftfcb-Ulka Advertising, Mumbai, India’s fourth largest advertising group.

 
In a career spanning almost three decades he has handled assignments in marketing, sales and advertising with companies like Rediffusion DY&R, Boots Company and UDI Yellow Pages before dropping anchor at Draftfcb-Ulka Advertising over two decades ago. He has worked on brands including Xerox, Strepsils, Digene, Brufen, Santoor Soap, Sundrop Cooking Oil, TCS, ICICI Bank, Wipro, Indica Cars, Tata Indicom among others, covering diverse categories such as automotives, healthcare, telecom, FMCG, corporate etc.

 
Ambi served as the President of Advertising Club Bombay (possibly the biggest club of its kind in the world) during the period 2003–05. He was inducted into the Board of Governors of IIMC in 2007 and he received the Distinguished Alumnus Award from IIT Madras in April 2009.

 
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