BIBLIOGRAPHY

Books

Aaker, D.A. (1991). Managing Brand Equity: Capitalizing On The Value Of A Brand
Name. New York, The Free Press.

Aaker, D.A. (2002). Building Strong Brands. London, Simon & Schuster.

Aaker, D.A. (2004). Brand Portfolio Strategy. London, Free Press/ Simon & Schuster.

Andreu, R. and Claudio C. (1996). Core Capabilities and Information Technology: An

Organizational Learning Approach in Moingeon and Edmonson (eds.): Organizational
Learning and Competitive Advantage. Delhi, Sage.

Beri, G.C. (1985). Marketing Research. Delhi, Tata McGraw Hill.

Belch,G.E. ,Belch, M.A., and Purani,K (2010). Advertising and Promotion An Integrated
Marketing Communication Perspective. Delhi ,Tata McGraw Hill.

Bhasin, M.L. (2001). Cases in Marketing Management. Noida, Vanity Books.

Bruce, M. and Rachel C. (1997). Marketing and Design Management. London,

Thompson.

Chernatony, L. and Malcolm H. B. (1992). Creating Powerful Brands. New Delhi,

Kogan Page.

Chunawala, S.A. (2002). Product Management. Delhi, Tata McGraw Hill.

Cooper, R. and Mike P. (1995). The Design Agenda. New Delhi, Wiley.

David, O. (1983). Marketing and Advertising. London, Kogan Page.

Ducker, P. F. (2008). Management Cases, New York, Harper Paperbacks.

307
Duncan, T and Sandra. M (1997): Driving Brand Value, Delhi, McGraw-Hill.

Ellet, W. (2007). Case Study Handbook: How to Read, Discuss, and Write Persuasively
About Cases (Paperback) Harvard Business Review.

Fleming, J. (2000). Brand Management, Delhi, Pearson Education Press.

Grant, R. (1998). The Resource Based Theory of Competitive Advantage: Implications for
Strategy Formulation, in Susan Seagal-Horn (ed.): The Strategy Reader. Blackwell, pp.
179-199.

Gupta, S.L. and Suri, R.K. (2007). Case Studies in Marketing Management, New Delhi,
Pentagon Press.

Haig, M. (2003). Brand Failures. Sterling, Kogan Page.

Hill. S – Lederer. C (2001). The Infinite Asset – Managing Brands to build new Value.
Boston, Harvard Business School Press.

Hunt, S. D. (1976). Marketing Theory: Conceptual Foundations of Research in

Marketing. Columbus, Ohio: Grid Inc.

Ind, N. (1992) The Corporate Image, London: Kogan Page. [659.132 IND].

Kapferer, J.N. (2008). Strategic Brand Management Creating and sustaining Brand
Equity Long Term. Second Edition .New Delhi, Kogan Page.

Keller, K. L., (2005). Strategic Brand Management: Building, Measuring, and Managing
Brand Equity, Second Edition, Delhi, Pearson Education Press.

Kothari, C.R. (1990). Research Methodology And Techniques Delhi, Wishwa Prakashan.

Kotler, P. (1995). Marketing Management. New Jersey, Prentice-Hall Inc.

Kotler, P. (2005). Marketing Management Analysis, Planning, Implementation and

Control, New Delhi, Prentice-Hall.

308
Lehu, J.M. (2004). Brand Rejuvenation How to protect, strengthen & add value to your
brand to prevent it from ageing. New Delhi, Kogan Page.

Levin, R.I. and Rubin, D.S. (2007). Statistics for Management. New Delhi, Prentice-Hall.

Majumdar, R. (2007). Marketing Research - Text, Applications And Case Studies New
Delhi, New Age International (P) Ltd.

Malhotra, N.K. (2007). Marketing Research An Applied orientation. Fifth Edition, New
Delhi, Pearson Prentice-Hall.

Ramaswamy, V.S. and Namakumari, S. (2007). Marketing Management Planning,

Implementation and Control. New Delhi, Macmillan India Ltd.

Prof. Karlapudy, P. & Prof. Singh, R. (2007). The Brand Revitalization. New Delhi,
Kogan Page.

Ramsay, J.O. and Silverman, B.M, (2002). Applied Functional Data Analysis: Methods
And Case Studies, New York, Springer-Verlag Inc.

Riel, C. B.M. (1995). Principles of Corporate Communication. London, Prentice Hall.

Schmitt. B and Simonson. A (1997). Marketing Aesthetics, the strategic management of

brands, identity, and image. New York, The Free Press.

Schultz, M. and Mogens H. L. (2000). The Expressive Organisation: Linking Identity,

Reputation and The Corporate Brand, Oxford University Press.

Scottbedbury (2002). A New Brand World. Delhi, Pearson Education Press.

Shahjahan, S. (2003). Advertising Express. Delhi, Tata McGraw Hill.

Spring (2004) Product Management and new product planning. Delhi, Tata McGraw
Hill.

Srinavasan, R. (2008). Case Studies In Marketing The Indian. New Delhi, PHI Learning
Private Limited.

309
Suresh, K. (2008). Brand Revitalization concepts and cases .Hyderabad, Icfai university
press.

Travis (2000). Conclave Product Management and New Product Planning, Delhi,
Wishwa Prakashan.

Vrat, P. (2003). Case Studies In Management (Paperback), New Delhi, Vikas Publication
House Pvt Ltd.

Yesav, M. N. J.(2007). Case Studies on Brand Management- Vol. I, Hyderabad, ICFAI .

Yin R. K. (2009). Context Case study research: design and methods. London, Sage.

Journals & Magazine

Aaker, D. A. and Gary, S (1982, May-June 25). Positioning Your Product. Business
Horizons, 56-62.

Aaker, D. (1997). Dimensions of Brand Personality. Journal of Marketing Research Vol.

XXXIV, pp. 347-356.

Bedford, C.(2003). A tool for managing brand assets. Design Management Journal
Winter 2003, pp.81-87.

Berry, L. L. (2000). Cultivating Service Brand Equity. Academy of Marketing Science.

Vol. 28, pp. 128-137.

Bloom, J. (2005). Lacoste's Siegel Illustrates the Sales Power of Pricing-Up.

Advertising Age, 76 (6), 22.

Borden, N. H. (1964). The Concept of the Marketing Mix. Journal of Advertising

Research. Vol. June, pp. 2-7.

Brody, R.E. (2001 October). Plugging in to your brand's vitality & well-being. The
Advertiser, 30-31.

310
Brown, D. (1992). Breathe New Life into your Old Brand. Management Review, 81(8),
pp. 10-14.

Rai, A. R (2004): Cool once Again. The Strategist, Business Standard, New Delhi April
l4 2006, pp.1-4

Business World (2009). Young & Happening New Delhi April l4 2009, pp.14-16

Chernatony, L. (1999). Brand Management Through Narrowing the Gap Between Brand
Identity and Brand Reputation. Journal of Marketing Management. Vol.15, pp. 157-179.

De Chernatony, L. and Dall’Olmo Riley, F. (1998) ‘Defining a “Brand”: Beyond The

Literature With Expert’s Interpretations’, Journal of Marketing Management, Vol. 14,
p.417-443.

Dell, K. (2005). Lacoste's Riposte. Time.

Dorethy, L. B. (1992). Core Capabilities and Core Rigidities: A Paradox in Managing

New Product Development. Strategic Management Journal. Vol. 13, pp. 111-125.

Dowling, G.R. (1995) ‘Corporate Reputations: The Company’s Super Brand’, The
Journal of Brand Management, Vol. 2, Number 6, p.377-384.

Forbes, T. (2005).Brands on the balance sheet: the strategic implications of IFRS for IP.
Intangible Business Ltd., pp. 20-22.

Fournier, S. (1998). Consumers and Their Brands: Developing Relationships Theory, in

Consumer Research. Journal of Consumer Research Vol. 14, pp. 343-373.

Gronstedt, A. (1996). Integrated Marketing Communication and Public Relations: A

Stakeholder Relations Mode in E. Thoeson and J. More (eds): Integrated
Communication: Synergy and Persuasive Voices. Lawrence Erlbaum Ass.

Hanby, T. (1999): Brands – Dead or Alive? Journal of Marketing Research Society Vol.
41, No. 1.

311
Horwitz, E. and Weinberger, K. (2005). How to revive a dead brand. Managing
Intellectual Property, 30-35.

Holak, S. L., & Tang, Y. E. (1990). Advertising's Effect on the Product Evolutionary
Cycle. Journal of Marketing (July), 16-29.

Hankinson, G. and Cowking, P. (1995) ‘What do you really mean by the brand?’, The
Journal of Brand Management, Vol. 3, Number 1, p.43-50

Huffman, C. & Wansink, B. (2001).A Framework for Revitalizing Mature Brands.

Journal of Brand and Product Management, 10:4, 228-242.

Keller, K. L. (1999). Managing brand for the long run. Brand reinforcement and
revitalisation strategies. California Management Review. Vol. 41, pp. 102-124.

Kiley, D. (2007). Ford Goes Back to the Future. Business Week.

King, S. (1989) ‘Building Successful Brands: The Strategic Options’, Journal of

Marketing Management, Vol. 5. No 1, p.77-95.

Krisher, T. (2006). Ford Set to Produce Last Taurus. Associated Press

Macrae, C. (2001) ‘Editorial: The multidisciplinary crisis of e- and branding’, The

Journal of Brand Management, Vol. 8, Issue 3, p.165-168.

Mason, T. (2000). Can Sleepy Old Oval tine Reawaken Our Interest? Journal of
Marketing Vol. 23.

Maher, S. (2003). The Future of Executive Coaching: Analysis From a Market Life Cycle
Approach Where are we, where are we going, and how do we prepare for what’s next?
Journal International of Coaching in Organizations 1(2), 3-11

Magrath, Al. (2005). How organizations overachieve and outrun mature markets. Journal
of Ivey Business Nov-Dec-2005

312
Motor Authority (2008). Cadillac working to build image with new models. Retrieved
July 10, 2008, from http://www.motorauthority.com/news/concept-cars/cadillac-
working-to- build-image-with-new-models/

Mukerjea, D.N. (1995).MARKETING FLOPS. Business World • 15-28 November, pp.

34-40.

Munthree, Shantini, Geoff, & Russell, A. (2006). A Framework for Brand Revitalization
Through an Upscale Line Extension. Journal of Product and Brand Management, 15 (3),
157-67.

Olins, W. (1978) The Corporate Personality: an inquiry into the nature of corporate
identity, London: Design Council. [659.132 OLI].

Phillips, E. (2003). From chaos to constellation: Creating better brand alignment on the
Web. Design Management Journal Spring (2003), pp. 42-49.

Kania, J. and Slywotzky, A. J. (2000).What ever happened to Burma-Shave? Mercer

Management Journal, pp.35-47.

Redhouse, J. (1999) ‘Corporate branding plays key role in effective recruitment’, Brand
Strategy, Oct 1999, p.16-17.

Rad, N.N.(2005) Turning Around Underperforming Brands. Product Management

Today, July 2005, pp. 33-34.

Paley, N. (1995). Back From the Dead. Sales and Marketing Management Vol. 7.

Palmiere, J. E. (2004). Using Intuition and Instinct to Turn Around Gap. WWD, 188
(106), 6B.

Phillips, C. (2004). Branding From the Inside Out: How to Approach Brand Strategy,
Brand Measurement and the Management of Brands. Assets Brand Amplitude.

Philip, L.E., Kitchen, J. and Rose, L. (2005). Defending brand advertising’s share of
voice: A mature market(s) perspective. Brand management vol. 13, no. 1, 65–79.

313
Praet, N. V. (2006).Quality poll gives Hyundai some new ammunition: Third-best brand.
National Post's Financial Post & FP Investing (Canada), p. FP 6.

Rad, N.N. (2005) Turning Around Underperforming Brands. Product Management

Today Volume 6 No.7 .

Reed, D. (2006). Pan Am about to make its final exit; its taken 15 years to tie up defunct
airlines' loose ends. USA Today.

Sellers, P. (2003). Gap's New Guy Upstairs. Fortune Vol. 147.

Semans, D. (2004). The brand you save. Marketing Management, 13 (3), 29-32.

Serafin, R. (1993). From Beetle to Bedraggle: Behind VW's Stunning U.S. Decline.
Advertising Age, 64 (38), 16-19.

Smit, B. (2008).Sneaker Wars: The Enemy Brothers Who Founded Adidas and Puma and
the Family Feud That Forever Changed the Business of Sport: Economist.

Staveley, P. N. (1987, January 23). Advertising, marketing and brands. Admap, 31-35.

Stephanie, T. (2004, March 3). Perry Ellis banks on brand resurrections. Advertising Age,
Vol. 75 Issue 11, p14-14.

Stacey, E. C. (2004). Advertising mature brands on TV: where’s the ROI? Advertising
Age (USA), Page No. 32.

Wansink, B. (1997). Making Old Brands New. American Demographics, December

1997, Page No. 53-58

Wansink, B. Live and Let Rise. “think: act”, Page No.18-19.

Wells, M. (2001). Cult Brands. Forbes.

314
Internet Sources

Bates, C. (2002). Managing Your Total Brand How Brands Create Value. Retrieved on
June, 16th, 2006 from www.buildingbrands.com.

Babu, V. (n. d.). Issues in Brand Rejuvenation Strategies. Retrieved February, 24th, 2006
from
http://www.expectad.com/white_paper/Brand_Rejuvenation_Expect_Advertising_Inc.pdf

Bhatnagar, P.(2004).The Kmart-Sears deal. Retrieved on April 10, 2008, from

http://money.cnn.com/2004/11/17/news/fortune500/sears_kmart/index.htm.

Venture republic. brand rejuvenation - A case study of Sony. Retrieved on August

13, 2007 from
www.venturerepublic.com/BrandRejuvenation_Sony_brand_brand_leadership.asp.

Bridwell, H. (n. d.). The Keys to Revitalizing a Mature Brand. Retrieved on June, 16th,
2006 http://www.brandlogic.com/company/news/Mature_brand_article.

Business Chambers (n. d.). Product Life Cycle Graph – Business Listings About Product

Life Cycle Graph. Retrieved on July, 2nd 2006 from

http://tutor2u.net/business/marketing/products_lifecycle.asp.

Cenna, A. (n. d.). Everything Old Is New Again. Retrieved on July, 2nd, 2006 from
http://www.ddb.com/pdf/yellowpapers/DDB_YP_Retrobrands_Jul09.pdf.

Collins, D. (n. d.). From Birth to Death. Retrieved on July, 2nd, 2006, from
http://www.sharewarepromotions.com.

Hoovers, Inc. (2007). Harley-Davidson Company Profile: History. Retrieved November

10, 2007 from Hoovers Online Database.

Hoovers, Inc (2007), Pan Am Corporation Company Profile: History. Retrieved

November 10, 2007 from Hoovers Online Database.

315
Hoovers, Inc (2007). The Gap Inc. Company Profile: History. Retrieved November 11,
2007 from Hoovers Online Database.

Hoovers, Inc (2008). Eastman Kodak Company Profile: History. Retrieved April 9,
2008 from Hoovers Online Database.

Hoovers, Inc (2008). Wal-Mart Stores Inc. Company Profile: Annual Financials.
Retrieved April 10, 2008 from Hoovers Online Database.

Hoovers, Inc (2008). Polaroid Corporation Company Profile: History. Retrieved April
12, 2008 from Hoovers Online Database.

ICMRI. Bajaj Automobile Case Study Retrieved on September 04, 2007 from
http://www.icmrindia.org/casestudies/catalogue/Business%20Strategy/BSTR216.htm.

ICMRI. Makeover of Britannia: A Path Less Travelled Retrieved on September 04, 2007
from http://www.icmrindia.org/free%20resources/casestudies/makeover-of-
britannia1.htm

ICMRI. Re-launch of Frooti-The 'Digen Verma' Campaign: Who is Digen Verma?

Retrieved on September 04, 2007 from
http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG005.htm

Interbrand. Bank on the Brand. PAPER1Banks.A/W 5/15/01 Retrieved on July, 1st, 2006
from www.interbrand.com.

Jaroff, L. (1995). Trying to Top the Taurus. from

http://www.time.com/time/magazine/article/0,9171,983378,00.html Retrieved on July

10, 2008.

Kalia. V(2009). Reckitt Benckiser India Ltd.: 75 years of Dettol. Retrieved on June, 16th,
2010 from www.mdi-marquity.com.

Kavounis, Y. (2002). Auto-branding: beyond trans-portation…to trans-formation

Retrieved on July-2-2006, from http://www.interbrand.com.

316
Keller, K.L. (2008). Brand Planning. Retrieved on 30th Nov, 2009 from
www.sogiants.com.

Mininni, T. (n. d.). Revitalizing, Rejuvenating and Reformulating a Struggling Brand.

Retrieved on June, 18th 2006 from www.brandchannel.com / brand papers.

Moisescu, O. I. (n. d.). The Importance Of Brand Awareness Consumers’ Buying

Decision And Perceived Risk Assessment. Retrieved on June, 16th, 2006 from
http://www.brandchannel.com.

Pacific Marketing Group (n. d.).Life-Cycle Marketing: profiling products to optimize

outcome. Retrieved on July, 2nd, 2006 from www.pacificmrktg.com/lifecycle marketing.

Robins, R. (1997). Building Better Brands: Brand lifecycle management, myth or reality?
Retrieved on June, 16th, 2008 from www.rediffarticle.com.

Sexton, D.E. (2004). Managing Brand Equity Over Time. Retrieved on July, 1st, 2006
from http://www.thearrowgroup/donsexton/mindspring.com.

Styles, C. (n. d.). Measuring Brand Equity as a Network Measurement problem Retrieved
on July, 2nd, 2006 from www.freearticles.com.

Sumeet, P. (n. d.). Re-launching Brand Means Thinking Beyond a New Design or A New
Name. It Means, "Going Deeper." Retrieved on June, 16th, 2006 from
htttp://www.brandchannel.com.

The Times 100. Cadbury Repositioning: Case Study. Retrieved on August, 08th 2007
from http://www.thetimes100.co.uk/downloads/cadbury/cadbury_6_full.pdf.

The Times 100.Kit Kat: Revitalizing a Brand Leader. Retrieved on August, 08th 2007
from http://www.thetimes100.co.uk/downloads/nestle/nestle_7_full.pdf.

The Times 100.Kellogg Re-branding a Corporate Image. Retrieved on August, 08th 2007
from http://www.thetimes100.co.uk/case-study--re-branding-corporate-image--6-64-
4.php

317
Thomas, S. and Kohli, C. (n. d.). Reviving Weak And Dead Brands: Insights From
Theory And Practice. Retrieved on November, 16th, 2008 from
http://www.brandchannel.com.

Tutor2u Supporting Teachers and Inspiring Students Case Study: Managing brands in
slow-growth or declining markets. Retrieved on Feburary-24-2006, from
http://www.tutor2u.net/business/marketing/case study.

Whitwell, S. (2006). Revival of the Fittest published in Brand Strategy. Retrieved on

July, 18th, 2008 from http://www.intangiblebusiness.com.

Ullman, D. (2002) The Software Licensing Life Cycle Model. Retrieved on July-2-2006,
from http://www.trendlines.com/software

318
LIST OF ABBREVIATIONS

Given below is the list of abbreviation that had been used in the study.

$ Dollar Sign

£ Pound Sterling Sign

€ Euro Sign

AC Air Conditioner

BIL Britannia India Ltd.

BSNL Bharat Shanchar Nigam Ltd.

CCD Customer Care Division

CHD Consumer Healthcare Division

DCP Dabur Chyawanprash

Df Degree of freedom

DFL Dabur Food Limited

DIL Dabur India Limited

DTSI Digital Twin-Spark Ignition

FMCG Fast Moving Consumer Goods

319
GGMW Georgian Glass & Mineral Water

GCMMF Gujarat Cooperative Milk Marketing Federation

HRM Human Resource Management

HUL Hindustan Unilever Limited

IBEF India Brand Equity Foundation

IPL Indian Premier League

IPO Initial Public Offering

ITC India Tobacco Company

JV Joint Venture

M&A Merger And Acquisitions

MNC Multi National Company

MTNL Mahanagar Telecom Nigam Ltd.

N Sample size

n.d. no date available

O&M Ogilvy & Mather

P&G Procter & Gamble

320
PLC Product Life Cycle

R&D Research & Development

RBIL Reckitt Benckiser India Ltd.

SD Standard Deviation

SKUs Stock Keeping Units

t Critical value of t

TVC Television Commercials

USP Unique Selling Proposition

321