{"product_id":"branding-the-brand-from-products-to-personalities-the-new-science-of-brand-management-9798198259928","title":"Branding the Brand: From Products to Personalities-- The New Science of Brand Management","description":"\u003cp\u003e • Author(s): Prof Rashmi Bhatia | Prof Arun Bhatia\u003cbr\u003e • Publisher: Independently Published\u003cbr\u003e • Publisher Imprint: Independently Published\u003cbr\u003e • BISAC: Marketing - General\u003c\/p\u003e\u003cp\u003e\u003cb\u003e\"Some customers do not merely buy brands - they defend them, celebrate them, and sometimes build part of their identity around them.\"\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eBrands are no longer confined to products placed on supermarket shelves or logos displayed on billboards. Today, brands influence identities, shape aspirations, create communities, drive economies, and even define cultures. People no longer merely purchase products or services; they increasingly purchase emotions, meanings, experiences, and social signals. A brand can transform an ordinary object into a symbol of status, trust, belonging, rebellion, innovation, or hope.\u003c\/p\u003e\u003cp\u003eThis book has been written to help readers understand not only \u003ci\u003ewhat branding is\u003c\/i\u003e, but \u003ci\u003ewhy branding has become one of the most powerful invisible forces shaping modern society\u003c\/i\u003e.\u003c\/p\u003e\u003cp\u003eUnlike traditional brand management books that focus only on theories, models, and technical definitions, this book blends \u003cb\u003epsychology, strategy, storytelling, culture, technology, and real-world business dynamics\u003c\/b\u003e into one integrated journey. \u003ci\u003eIt is designed for students, educators, entrepreneurs, marketers, professionals, startup founders, researchers, and curious readers\u003c\/i\u003e who wish to understand the evolving science behind modern branding.\u003c\/p\u003e\u003cp\u003eWhether the reader is analysing \u003cb\u003eApple, \u003c\/b\u003e observing the emotional loyalty surrounding \u003cb\u003eNike\u003c\/b\u003e, understanding the cultural influence of \u003cb\u003eTaylor Swift, \u003c\/b\u003e or examining how cities like \u003cb\u003eDubai\u003c\/b\u003e position themselves globally, the purpose remains the same - \u003cb\u003eto decode the mechanisms through which brands influence human thought, behavior, and decision-making.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eThe book has been carefully organized into interconnected sections that progressively expand the reader's understanding of brand management.\u003cbr\u003eThe reader will begin to understand \u003cb\u003ehow brands influence memory, identity, aspiration, and social belonging. \u003c\/b\u003eModern examples in the book demonstrate how brands survive, evolve, collapse, and recover.\u003cbr\u003eThe reader will discover\u003cb\u003e how people, nations, universities, and cultural institutions strategically shape perception and identity. \u003c\/b\u003eThe purpose of writing and presenting this book is not only to study the present but also to anticipate the future direction of global brand ecosystems.\u003cbr\u003eThroughout the book, readers will encounter special segments titled \u003cb\u003e\"Brand Decode.\" \u003c\/b\u003eThese sections deeply analyse a particular \u003cb\u003ebrand, personality, organization, or place\u003c\/b\u003e to uncover the strategic and psychological foundations behind its influence.\u003cp\u003eAt the end of every chapter, readers will encounter reflective questions titled \u003cb\u003e\"Questions to Ponder.\" \u003c\/b\u003eThese questions are not designed merely for examination purposes. Instead, they are intended to stimulate \u003cb\u003ecritical thinking, discussion, strategic reflection, and deeper intellectual engagement. \u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eOne of the most powerful ways to understand branding is to observe it in everyday life. Therefore, this book includes practical \u003cb\u003eBrand Observation Exercises\u003c\/b\u003e that encourage readers to study branding within real-world environments. These exercises transform the reader from a passive learner into an active observer of consumer psychology and market behavior.\u003c\/p\u003e\u003cp\u003eThe branding landscape is evolving faster than ever before.\u003c\/p\u003e\u003cp\u003eArtificial intelligence, digital ecosystems, virtual influencers, algorithm-driven recommendations, and immersive technologies are redefining how brands communicate and how consumers perceive trust and authenticity.\u003c\/p\u003e\u003cp\u003eTo address these transformations, every chapter includes a section called \u003cb\u003e\"Future Lens.\"\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eThese segments explore emerging possibilities and future-oriented questions such as: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eWill AI-generated personalities become global brands?\u003c\/li\u003e\n\u003cli\u003eWill virtual worlds redefine consumer loyalty? etc\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eThe purpose of these insights is to encourage forward-thinking perspectives and strategic imagination. \u003cbr\u003e \u003c\/p\u003e\u003cbr\u003e","brand":"Independently Published","offers":[{"title":"Paperback","offer_id":47890687492247,"sku":"9798198259928","price":14778.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9798198259928.webp?v=1781180939","url":"https:\/\/atlanticbooks.com\/products\/branding-the-brand-from-products-to-personalities-the-new-science-of-brand-management-9798198259928","provider":"Atlantic Books","version":"1.0","type":"link"}