The process of marketing which includes 'product, pricing, promotion, and place' helps the process of brand formation. However, none of these in isolation or together dene the complete 'process of brand formation'. These do not provide a structured and complete process. The process of brand formation, i.e. branding, is very critical and demands its own identity, structure, and distinct place in a marketer's 'things to do'.This book attempts to provide a branding process. It introduces certain concepts and 'how to do' perspective in the context of making a brand out of a product. It links up various activities involved in the process and presents a copyright model —BRANDing.

The book highlights:

• What constitute the BRANDing process!

• What is the concept behind each element of the process!

• How these are to be managed!

• What relevant measurement/research technique(s) are available to develop/measure them!

BRANDing is a process. It never ends. Once the process is understood and planned for a

brand, other activities, viz., 'product, price, promotion, and place' need to be turned around it.

The author has attempted to present the BRANDing process in the Indian context—touching upon examples and observations in India. Even appropriate legal perspective in the Indian context has been provided. This book is expected to be useful to management students and professors, brand managers, advertising professionals, and market researchers.