Branding in India has taken to serious proportions in the wake of changes happening in the public sector when the liberalisation, privatisation and globalisation started to unfold. Even though, private sector had created the need for branding and having best practices in corporate management using brand as a weapon, the real battle in the market has only started during the early nineties. With the stock markets showing positive trends since mid-nineties, the importance of corporate branding and brand exposure for maximum eyeballs have generated innovative practices in enhancing the image of the brand in operation. There have been many new brands, acquired brands and old brands which have been given separate profit-orientation and sustainability. Now this has started a focus on brand as a unique selling proposition. This edited volume is a compilation collected on brand practices which arc meant to bring into focus the Indian branding and its impact on the global scenario. This has been necessitated with the Indian players of late moving global through the South Asian and African markets. Apart from the localised, regionalised and national branding, the international focus needs also to be given a thrust. The focal area of the book will be on: Brand names and their relevance to the business and as a proven track record of success. Brand positioning its impact on the success and failure of brands. Corporate and individual branding - effects on customer relationship. Brand strategies in diversified industries with thrust on innovative practices. Brand equity measurement and developing models on brand equity on international and national scenario −issues on brand identity, brand loyalty and brand awareness. Promotions the use of integrated marketing communication and advertising in establishing brands on short-term and long-term focus. Contents : Module 1 : What is a Brand and Why Branding? 1. Marketing and Branding − Issues and Challenges 2. Brand − A Unique Differentiator 3. Brand Marketing Scenario in India 4. Brand Marketing Practices in India 5. Customer Care in Brand Marketing Practices 6. The Market Share of Selected Brands of White Goods in India 7. Issues and Challenges Before Indian Brands 8. Branding and Rural Markets 9. Mpeda as a Brand and Its Marketing Strategies 10. Brand Marketing Practices of Mobile Instrument in India 11. The Subsidy Package Under Cluster Development for the Sustainable Growth of SSI Sector in an Organised Branding in Kerala 12. New Perspectives of Retail Brands in India Module 2 : Branding Issues-Extension, Positioning and New Brand Management 13. Brand Extension − An Emerging Strategy of Marketing 14. A Study of the Extent of Similarities and Dissimilarities in Perceptions of Individuals from the Same Target Group Towards Brand Positioning Through Advertising 15. New Brand Management − Challenges and Opportunities in India 16. Brand Failures and Success Analysis: A Brand Marketing Study 17. Joint Sales Promotion in India−Innovations Beckon Module 3 : Brand Strategies − International and Indian Studies 18. Brand Strategies−Case Study of Hindustan Unilever Limited 19. Creating Brand Strategies for Real India 20. Brand Strategies in the Indian Context 21. Insurance Branding and Marketing − A Study at Kottayam 22. Brand Strategies in Bagalkot District 23. Corporate Brand and Individual Brand − Effect on CR 24. Branding Gujarat 25. Ethnic Garments − A Study on the Consumer`s Preference for Branded Ethnic Wear 26. A Study on Consumption Pattern, Brand Preference and Influencing Brand Attributes of Ice-Cream 27. Issues in Brand Strategies and Brand Image Module 4 : Brand Equity − Issues and Challenges 28. Action/Attitude Model for Global Brand Building − An Insight for Indian Companies 29. Brand Loyalty and Brand Equity − Issues 30. Effective Brand Image Creation : Steps 31. Brand Building in the Indian Context 32. An Insight on Awareness of Tata Nano 33. MTR − Heritage Branding and Brand Equity 34. Brand Equity in Indian Banking 35. Brand marketing in Rural India. 36. Branding Kerala`s SSI Products in the E-World to Cope Challenges of Indian Retail Sector − Challenges in Retail Branding

Though branding is an old phenomenon, it has become a very important subject in the area of Marketing Management for all the organizations since the globalization of the economy has taken place. This could be attributed to a number of choices available to consumers in a particular product category. In such a situation, it becomes necessary for the organizations to differentiate their products from the products of competitors. One of the ways to differentiate the products from other products is to brand it. The branding of the product by the organization guides customers to have a better choice for purchasing. There are quite a few books already available on brand management, covering all the aspects of branding. However, we have attempted to write a book which is practical and easy to understand. We have made conscious efforts to give this book an Indian flavor. In this book, different facets of the branding process have been dealt with in a unique manner so that it is possible to bring various components of branding together to finally form a base to develop, establish and maintain a brand. Book Content of Brand Management 1. Introductory View of Brand Essentials 2. Brand Description 3. Brand Appraisal 4. Brand Articulation 5. Brand Equity 6. Brand Extension 7. Intricacies Involved in Brand Building 8. Success Factors in Brand Building

Consumer Behaviour is to play a significant role in 21st Century. As the emphasis is on mass-customerisation and designing marketing strategies to match the products and designing marketing strategies to match the products and services to the needs, moods, noods, and pockets of the consumers. This 21st century is not going to be happy with 'Consumer-satisfaction'- but is certainly with 'Consumer-delight'. This is possible only when the marketers understand the consumers which is not an easy task. However, consumer behaviour study has provided with good many tools and techniques to solve the problems of consumers. That is why, more importance is given to the study of CONSUMER BEHAVIOUR in all the university Departments where commerce and management subjects are taught. It is a welcome step that Bangalore University has introduced this subject at BBA level. Contents : 1. Introduction to Consumer Behaviour 2. Market Segmentation and Consumer Behaviour 3. Consumer Needs and Motivation 4. Personality and Consumer Behaviour 5. Perception and Consumer Behaviour 6. Learning Memory and Consumer Behaviour 7. Consumer Attitudes and Consumer Behaviour 8. Family and Consumer Behaviour 9. Culture and Consumer Behaviour 10. Group Dynamics, Reference Groups and Consumer Behaviour 11. Social Class and Consumer Behaviour 12. Consumer Decision Process 13. Innovations and Diffusion Process 14. Consumer Satisfaction and Consumer Behaviour 15. Consumerism and Consumer Behaviour 16. Skill Development in Consumer Behaviour

In the wake of globalization, the corporate world is realizing potentiality and significance of product and brand management in shaping the future of their companies. As a matter of fact, business is marketing and marketing is all about products and brands. In the world’s business history, several companies have closed their businesses because of faulty and ineffective management of products and brands. Contents 1. Product Management 2. Understanding Indian Market Environment 3. Market Segmentation and Targeting 4. Product Classification 5. Product Life Cycle 6. New Product Development 7. Product Positioning Strategies 8. Packaging Management 9. Branding 10. Brand Loyalty 11. Brand Valuation Methods 12. Co-branding 13. Brand Logos and Mascots 14. Brand Revitalization 15. Brand Ambassadors 16. Brand Placement 17. Global Brands 18. Brand Building 19. Brand Equity 20. Brand Extension 21. New Brand Failures 22. Branding in Other Sectors 23. Customer Relationship Management 24. Case Analysis 25. References

The present book on 'International Financial Management' has been written for M.Com. and MBA students for their enhancement in knowledge of securities. Shri. Agarwal is a visiting faculty for Bank Staff Training Centers and other Training Institutes. Contents : 1. Multinational Corporation and Its International Environment 2. Multinational Corporation − Its Rational Goals and Constraints 3. International Financial Markets 4. Offshore Banking Centres and Management of Risks 5. Foreign Exchange Risks 6. Balance of Payments 7. International Banking 8. Foreign Exchange Market 9. Exchange Rate Quotation and Determination 10. Option Forwards and Swap 11. International Financial Institutions 12. Multinational Capital Budgeting 13. Cost of Capital and Financial Structure 14. Long Run Investment Decisions 15. International Transfer Pricing 16. International Monetary System 17. Globalisation and Financial Deregulation 18. Monetary Theories of Exchange Rate Determination and Exchange Rate Risk 19. International Financial Markets 20. Foreign Trade 21. Instruments of Foreign Trade 22. Cross Border Financing − Export Finance − Pre-shipment 23. Cross Border Export Finance − Post-shipment 24. International Accounting 25. International Working Capital Management/Regional Monetary Blocks/World Stock Exchanges Bibliography

Student studying Financial Services, Markets and Institutions either in MBA (MMS), M.Com. and B.Com. (Hons.), find it very difficult to have all material at one place or enveloped in a book, so they do not waste their time and labour in searching the necessary requirements of their syllabus. This book, 'Management of Financial Services, Markets and Institutions' has been written not only for students of MBA and M.Com.`s but also for the students of B.Com. (Hons.) Degree course, which covers the entire syllabus of Mumbai and Delhi Universities. The Material coverage is written in detail, length and width. Though there are only ten chapters in this book but extensively delta on the topics as non-depository institutions like Life and Non-life Insurance/Mutual Funds / NBFCs and Financial Services like Merchant Banking/Lease Financing / Hire Purchase/Factoring/Securitisaton/Venture Capital / Plastic Cards and Treasury Management by Banks. Adequate coverage and up to date details have been incorporated in order to make the readers/students and professors with full and complete knowledgeable informations. I trust that my this effort would make the students / readers as happy readers. Book Content of Management of Financial Services, Markets and Institutions Chapter 1 : Financial MarketsChapter 2 : Capital MarketsChapter 3 : Life and Non-Life Insurance, Mutual Funds and NBFCsChapter 4 : Overview of Financial ServicesChapter 5 : Lease FinancingChapter 6 : Other Financial ServicesChapter 7 : RBI Control Supervision and SEBI RegulationsChapter 8 : Stock Exchange OperationsChapter 9 : Credit/Debit/Smart Cards and Housing Finance/Bancassurance ServicesChapter 10: Treasury Management Services and Portfolio ManagementBibliography

Financial decision-making, among uncertainties is very very difficult. Finance managers have to face such situations while predicting future data or projected data. Readers and students of management studies are required to learn this Decision Science. Knowledge of breakeven point is not only essential in certain under certainty risk but also under uncertain situations Decision-making is an art and science both. Art in the way that it is based on considerations of various inputs and is a science because it is dependent on various rules / formulas and ratios. For a student’s of management studies, it is an essential subject to understand for management of any corporate or organization where there is profile planning and control / capital expenditures to be made / evaluation of investment opportunities / expenditure and capital budgeting / risk aversion needed / competitive strategies and resources allocations / stimulation techniques utilities required in financial decisions / optimal capital structure to be maintained / lease financing as against own borrowing / debenture financing and receivable management / decision in mergers acquisitions and reorganization / replacement of assets / problems in financial decision-making / cost volume profit (breakeven point) / regression analysis / analysis of variance / statistical forcasting techniques / auto-correlation and decision-making under uncertainty, etc. Contents- 1. Profit Planing and Contorl and Financial Budgeting 2. Capital Expenditure Decision-making 3. Strategic Investment or Capital Expenditure Decision or Capital Budgeting Decision in Risks and Uncertainties 4. Expenditure Decision-making 5. Utilities Function and Risk Aversion 6. Capital Budgeting and Capital Rationning 7. Competitive Strategies and Resource Allocations 8. Simulation Techniques in Financial Decision-making 9. Nature and Scope of Financial Management 10. Optimal (appropriate) Capital Structure 11. Lease Financing 12. Denenture Financing 13. Rexeivables Managements, Approach, Inventory Management and Cash Management 14. Estimation and Projection of Working Capital Management Decisions 15. Mergers and Acquistions 16. Corporate Business Failures, Restucturing and Reorganisation 17. Linear Programming 18. Replacement or Retirement of Assets Decisions 19. Specific Areas a

The present book on 'Security Analysis and Investment Management' has been written for M. Com. and MBA students for their enhancement in knowledge of securities. Stock market is volatile market where changes are unpredictable and trends go out of way, very frequently. People to invest their money in stock market, for growth and better return and rely mostly on share brokers for financial results. More the risk and higher the return, is the basic of any investment. Portfolio Management is the basis for risk reduction. The various stock exchanges in the country manages the prices of shares of registered companies. Risk Management function in investments has come a long way and has evolved significantly in current times. Challenging macro environment and higher regulatory and compliance costs, are likely to result in pressures on revenue visibility. Financial institutions globally, need to come to terms with new order – falling which, institutions may be tempted to lower their guard is risk and compliance management, which can have grave consequence in the long run. While, early identification of risk events is important irrespective of the underlying risk − market, credit, operations reputation, etc. − it is particularly critical in managing credit risks early warning systems need to proactively identify, stern and deteriorations is credits, using forward looking indicators in conjunction with coincident and lagged indicators. Contents : 1. Investment 2. Risk and Return 3. Efficient Market Theory and Options and Futures Markets 4. Theories of Fixed and Variable Income Securities 5. Risk Return and Analysis in the Stock Market 6. Investment and Security Valuations 7. Markets and Brokers 8. Market Indices and Returns 9. Objectives of Security Analysis 10. Recent Development in the Indian Stock Market 11. Financial Information and Sources of Risks 12. Portfolio Theories and Management 13. Determination of Stock Market Price as per Time Value of Money Bibliography

This book is written with the intention of providing both to the students of this subjects as well as people who wish to understand the financial markets, financial services and the regulations under which these markets work. There are a lot of people I meet who say that they wish to invest in stocks or mutual funds but do not understand where and how to begin! They also do not know how to get acquainted with these markets. I hope that this book will be useful for them. The book covers topics like stock markets, Primary and Secondary markets and Mutual Funds. Under financial Services I have covered Housing Finance, Lease and Hire Purchase, Credit Rating etc. Contents : 1. Introduction to Capital Markets: 'Background' 2. Securities and Exchange Board of India (SEBI) 3. Mutual Funds 4. Money Markets 5. Merchant Banking 6. Rolling Settlement 7. Stock Exchanges 8. Venture Capital 9. Credit Rating 10. Share Buy Back and Delisting of Shares 11. Portfolio Management 12. Corporate Governance 13. Mergers and Takeovers 14. Lease and Hire Purchase 15. Housing Finance 16. Financial Engineering

The need to understand the relationship and inter-dependence of various finance related subjects is crucial for managerial decision making. This book is an attempt to integrate subjects i.e. Accounting, Taxation, Mathematics, Finance, Statistics Operation Research etc., to give a holistic perspective in understanding the complexities and dynamics of finance and the revenue model of a Business organization. Many people do not realize the Inventory Valuation and depreciation methods of a firm to what difference they makes to the profitability of firm. Actually Profit is maximized when Marginal cost equals Marginal revenue which is derived from Economics. Marginal cost Marginal revenue can be calculated by using Differential Calculus which is a part of Mathematics. Simplex method under Operation Research is an effective tool used to solve many business problems mainly to optimize profit in Management Accounting. In Cost Volume Profit analysis, we use Operation Research technique such as Simplex method, transportation models, and Queing theory, where as Future cost, future benefits, Opportunity costs are relevant for decision. Opportunity costs can be identified form Simplex table which is known as shadow price. Contents - Module-1: Financial Accounting & Financial Application Module-2: Financial Statements Analysis and Valuation of Business Entities Module-3: Business Tools for Business Module-4: Costing and Management Accounting Techniques Module-5: 5.01 Corporate Financial Knowledge Integration By Illustration, Exercise And Case Studies 5.02 Standard Costing Module-6: 6.01 Previous Years` Questions 6.02 Objective Type Questions 6.03 Short Questions Bibliography