'I wish Brandvantage were around when I started my corporate journey decades ago! Arvind and Trupti, who punch in more than four decades of experience between them, have expertise in conceptualizing, creating, managing, nurturing, growing and curating some of the most iconic global and local brands. Brandvantage is a compendium of some of the most critical "hardware" and "software" every brand marketer, or indeed business person, needs. A must-read for every young marketer starting his or her starry-eyed journey to create a new brand icon or the seasoned one who takes a "pit stop" to refresh vital skill sets' -- Suresh Narayanan, chairman and managing director, Nestlé India

'Learning is an ongoing process. Business schools start with the principles and learnings till the date of your course completion. Thereafter, one begins the journey of learnings from the experience of others combined with your own learnings. This book is a bridge between business school and your travels' -- Piyush Pandey, chief creative officer, Ogilvy Worldwide and executive chairman, Ogilvy India

'Brandvantage is an easy-to-use guide that can help take your brand towards leadership in these hyper-competitive times. It very simply takes one through the process of brand building, from mining insights to targeting and developing communication to shaping a cult brand while staying agile and focused on the consumer. Real tips for today's marketers' -- Lloyd Mathias, business strategist and senior marketer, HP Asia, Motorola and PepsiCo

'Trupti and Arvind are what I call serious knowledge compasses and serial authors and through their second joint book on the art and science of brand building called Brandvantage, they offer a new playbook through their own insights. As practitioners, they have first-hand knowledge of how to build brands and businesses with old brand fundamentals and new-age digital tools. I can say this book is a laser-guided missile of knowledge and a brand vitamin for business owners and brand builders. Read the book to get fresh ideas and contextual frameworks that work in the real-life digital economy' -- Dr Annurag Batra, chairman and editor-in-chief, BW Businessworld

'A first-of-its-kind master guide which trains you on not just superlative brand management but also on elevating your leadership journey. A must-read for every aspiring and practising marketer' -- Shital Mehta, managing director, Lifestyle International

'A masterpiece must quintessentially be simple. An amazing one for anyone who has been intrigued or challenged by building a brand. So intuitive, yet powerful. This book packs more than a punch' -- Prabir Jha, founder and chief executive officer, Prabir Jha People Advisory

'Brandvantage lays out essential and holistic principles of brand management in a twelve-week journey, along with "office art" organizational enablers and career management skills to build cult brands and a sterling career. Grab it' -- Deepika Warrier, chief marketing officer, Diageo India

'Brandvantage is a must-read for marketing and brand-building professionals, especially in their early professional years. The practical approach suggested by the authors is a testimony to the fact that both Trupti and Arvind have been practitioners of this art/science in their careers. The essence of brand management has been distilled and sharpened into a twelve-week journey to build formidable brands and one's career. Highly recommended' -- Vipul Prakash, chief operating officer, MakeMyTrip, and ex-chief marketing officer, PepsiCo India

'A brilliant step-by-step guide for successful brand management and consumer engagement. What makes it real are the case studies and personal experiences from the brand masters themselves' -- Vivek Sharma, chief marketing officer, Pidilite

TRUPTI BHANDARI is a global business leader and marketer with experience across FMCG, healthcare and lifestyle segments in companies such as Reckitt Benckiser, Pfizer, Bausch + Lomb and GSK Consumer Healthcare. She has helped build iconic brands such as Dettol, Horlicks, Boost, Sensodyne and Crocin, among others, in various leadership roles. Honoured with multiple communication and marketing awards, Trupti has also co-authored the bestselling business book Pragmarketism, along with Arvind Bhandari. Currently based in Switzerland, Trupti provides consulting to organizations on brand strategy and communication.

ARVIND BHANDARI, currently working as Global Head, Wyeth Nutrition at Nestlé, is a corporate veteran with twenty-five years of work experience across leading organizations such as ITC, JWT, PepsiCo and Nestlé. In senior business leadership roles, he has nurtured classic brands like Maggi, Lay's, Pepsi, Everyday and Milkmaid, to name a few. Holding degrees in management, humanities and law from institutions such as the Institute for Management Development (IMD), Lausanne, S.P. Jain Institute of Management and Research (SPJIMR), Faculty of Law and St Stephen's College, Delhi, Arvind is a regular writer/columnist for marketing and business publications and lectures at prominent management institutions. Arvind has been presented the AsiaOne 'India's Greatest CMO 2016-17' award, for excellence in marketing.