In today’s cut-throat business arena, one of the cornerstones for the success of any

organization or product is establishing itself as a brand—an entity that is immediately

identified, trusted and respected. In Grand Brand Rajini, P. C. Balasubramanian

and Ram N. Ramakrishnan use the superstar Rajinikanth as the ultimate example

of a lasting brand. Analysing the actor’s career in the context of the trajectory of

successful global brands, this is a unique take on the theories and practices of brand

management that will help you boost your brand and take it to the next level.