Today, brand has been accepted globally as an undisputed and dynamic major asset by the corporate world. Therefore, building brands, their specific identities, and values have assumed strategic importance for companies to survive in the severe and chaotic market environment of the twenty-first century. The need to design brands through research and analysis, and to create a strong brand equity have forced companies to give due importance to brand management. For these reasons brand management has become an important subject to study at the Master of Business Management level. The case studies of several established Indian brands included in this book take the students through the virtual corporate world so as to experience the creation, plans and implementation of the process of increasing brand equity as also through the process of creating companies' brand asset. To make the learning process more interesting, the author has included a brand management game too! Some of the salient features of the book are: -It presents the relationship between effective brand identity and creating, building and managing successful brands, -It presents case studies from several successful Indian corporate, -It presents a toolkit to the management students for an in-depth study of branding, -It is comprehensive, easy to understand and is reader friendly. About The Author: U C Mathur started his career in the corporate world and later took to teaching management students. During the last eight years, he has taught at the Maharishi Institute of Management as core professor and as visiting professor at the Delhi School of Economics, Delhi University, Institute of Management Technology, Ghaziabad; and Institute of Management Studies, Noida; Institute of Management Research, Ghaziabad; and Goa Institute of Management, Goa. Professor Mathur has taught at the US Management University's Indian campus, spreading the gospel of Modern Management. Professor Mathur's published works include Marketing Research, Advertising and Sales Promotion, Advertising Management, Marketing Management, Strategic Management, Corporate Governance and Business Ethics, Towards Corporate Excellence, Organizational Revitalization Plan, Ordinary Efforts Extraordinary Success, and Management Overdrive.