This chapter explores the fundamentals of brand management, emphasizing the contrast between sales and marketing roles. It details the responsibilities of brand managers in driving brand offtakes, developing brand vision, and leveraging various marketing levers. The chapter highlights the importance of understanding consumer propositions, building effective channel strategies, and ensuring collaboration between sales and marketing functions to achieve business objectives​.

This chapter focuses on consumer behaviour and the importance of consumer immersion for marketers. It discusses the significance of understanding consumers' attitudes, beliefs, and behaviours to create relatable brand campaigns. The chapter provides a structured approach to consumer immersion, covering topics such as childhood memories, day-to-day challenges, and consumer perceptions of brands. It emphasises building deep, meaningful conversations with consumers to gain valuable insights​.

This chapter delves into the practical aspects of brand activation, which includes executing marketing campaigns, promotions, and consumer engagement strategies. It covers various activation opportunities such as advertising, consumer promotions, and leveraging digital platforms. The chapter underscores the importance of integrating traditional and digital media to enhance brand visibility and engagement, using real-world examples to illustrate successful brand activation initiatives​.

This chapter addresses the components of the marketing mix—product, price, place, and promotion. It explores how these elements are used to create a cohesive marketing strategy that aligns with the brand's objectives and consumer expectations. The chapter provides insights into optimizing product offerings, pricing strategies, distribution channels, and promotional activities to drive brand success and market share growth

This chapter examines the evolution and various forms of marketing, with a particular focus on digital marketing. It highlights the rapid growth of digital advertising and the shift from traditional to online platforms. The chapter discusses the impact of social media on consumer engagement and brand promotion, providing examples of successful digital marketing campaigns. It also touches on customer marketing, shopper marketing, and trade marketing, explaining their roles and significance in the overall marketing strategy