In this age of proliferating products and high competition, the need for creating brand loyalty has become vital. Authors, Richard D. Czerniawski and Michael W. Maloney, through the pages of this book, underscore the need for strong power positioning of the brands to effectively carve a clear identity for the products. In an organized manner, the book explores the critical areas of brand positioning, brand character, and the need for analyzing the market and customer preference. The book provides a fund of information on all these vital areas of marketing and advertising. At every step, the book outlines what you are set to learn, then you are tested on the knowledge gathered and finally real-life examples are provided so as to ensure that the lessons learned are reinforced sufficiently.

Making light of the conventional methods, normally handed out to marketing professionals, the authors make a strong case on the strategic and crucial importance of evolving brand loyalty. The book explores at length and provides valuable guidance on the intricate aspects of product position

ing, brand image, brand loyalty and powerful advertising. With its innovative and captivating cover, matched equally by the contents, the book is sure to find favor with professionals in the fields of advertising, marketing, sales and business. Even academics and consumers can draw immense benefit from reading the book.

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