انگلیسی 1397

This is a path-breaking brand management book - it takes your understanding of Brands, Brand Map, and Brand Personality to a new high. The destination however is beyond brands into the realm of Brand Doppelgänger analysis and implications. The author takes you on a journey of laying down the fundamentals of Doppelgänger, leading onto how exactly to quantitatively measure a brand's Doppelgänger. Doppelgänger brand image as captured and analyzed in this book comprises of negative perception about the brand in question and in this case, on Indian Premiere League (IPL). This book is an in-depth biopsy into IPL's Doppelgänger Brand Image is worth studying. The study would yield deeper insights that can be used for better understanding and management of any brand. This book provides ammunition to the marketer who wants to counter a brand's impending demise by coming up with a disruptive ideology and thus tapping a blue ocean of consumers.