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Brands that have made an impact on people's lives

By Our Special Correspondent

BANGALORE, DEC. 23. It was an evening for a book release and to felicitate the people and organisations featured in that book here on Thursday.

India's Greatest Brand Builders, written by R.L. Bhatia, and brought out by Bharatiya Vidyapeeth, a deemed university, Navi Mumbai, is a compendium of over 50 leading brands that have made an impact on the life of Indians in different ways. It sketches the life of men and women behind these leading brands.

The brands and people ranged from Azim Premji of Wipro and the Ambanis of Reliance Industries Ltd. to Bharat Puri of Cadbury's and Venu Srinivasan of TVS Motor Company. Brands and brand-builders of the banking, automobile, telecom, biotechnology, textiles, chemicals and manufacturing industries figure too in the book.

The media world was not forgotten either. The Hindu, The Times of India, Hindustan Times, NDTV, Malayala Manorama, India Today and Star TV network are among those that figure in the book. It is the media that makes brands visible and media themselves have become brands today, the book says.

Those present at the launch said why branding had become the key to success.

Purchase choices are no longer made with a rational, analytical view of value. In an oversupplied market, with an abundance of information (three million web pages on the Internet alone) rational decision-making is a myth. Today, we make choices based on what feels good to us. Feelings are not the same as emotions; they refer to pleasant, unpleasant or neutral experiences. The one goal of all brand building is to increase people's good feelings and minimise bad feelings. This sells the brand. And, all those 50 great brands in the book are good examples.

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