Drawing from his extensive business management experience, Pradip Chand turns traditional wisdon on its head when he proposes that Brand Loyalty is inversely proportional to the income and education levels of the 'knowledge consumer'. He examines how and why brands become strategic assets, traces the evolution of the knowledge consumer and what can companies do to protect equity of the brands they have nurtured over the decades.

A New approach to building a Brand Loyalty that gives marketers a competitive edge in todays high-tech, high-stake brand-hostile environment. The book combines the knowledge with engaging real life case studies and proven examples.