Oxford University Press launches a new edition of its best seller – Brand Management- Principles and Practices by Professor, Dr. Kirti Dutta

New Delhi: Oxford University Press India (OUPI) has recently launched the second edition of its widely popular title, Brand Management-Principles and Practices by Professor Dr. Kirti Dutta. It has been launched at an opportune time. Branding has always been a vital part of any business, but the current testing times have made it more important than ever before to differentiate in a crowded market. With the rise in social media consumption, consumers are exposed to constant information about existing and new brands every day. The second edition of Brand Management—Principles and Practices is a comprehensive textbook that explores the core concepts of branding and illustrates them through numerous real-life examples, chapter-end case studies, images, and videos. Designed especially for students of postgraduate management programmes specializing in marketing, the illustrative and practical approach would be beneficial for professionals too.

Prof. Dr. Kirti Dutta is a TEDx speaker with over 27 years of rich experience in corporate and academia. She has helped manage and build processes in institutions of higher learning during her career. She is currently the Dean (Research) & Associate Dean and Professor (Marketing) at School of Entrepreneurship, Rishihood University and has set up the BBA, BCom, MBA and MBA Entrepreneurship programmes. A PHD in Management (consumer behaviour, branding and communication), Dr. Dutta has also earned a Master’s in Business Administration. Her areas of interest include brand management, consumer behaviour, integrated marketing communications, marketing of services, digital marketing, neuro marketing etc. She is a prolific researcher and has co-authored over 100 publications published in national and international journals. She has authored three text-books with Oxford University Press – “Services: Marketing, Operations and Management”, “Brand Management: Principles and Practices” and “Integrated Marketing Communications”. She has also co-edited a book on Entrepreneurship Learning and Development for CEGR. She promotes research by being a PhD supervisor and examiner for many universities.


The first edition of Brand Management—Principles and Practices was published by OUPI in 2012 and it received an overwhelming response from students, faculty as well as industry leaders. The latest edition includes a new chapter on brand building in the new media and how to manage brand reputation online. The new edition provides a complete understanding of brand management from the steps that can be followed to create a brand to how the brands can be sustained for longevity and growth of the organization. It tries to demystify and simplify the concept of creation, execution, and management of successful brands. It helps the reader to view the brand from the perspective of both external (consumer) and internal (organization and its culture) stakeholders. The new edition also sheds light on the importance and process of rejuvenating an established brand vis-à-vis the current trends and consumer behaviour.

The book is available on Amazon and has emerged as a best seller within days of its launch.

Sumanta Datta MD, Oxford University Press India, said: “At OUP we are committed to offer holistic, relevant and up-to-date information to our readers, especially students. This is why we have launched the new edition of our extremely popular marketing title, Brand Management—Principles and Practices by Professor Dr. Kirti Dutta. The launch of the latest edition ensures that our readers are well-informed and encouraged to continue on their journey of becoming life-long learners. We are confident that this book will be received with the same overwhelming response as the previous edition. OUP believes in trust, authenticity, and reliability, which is why we continue to release new editions of important titles so students and others can continue to rely on us to enhance their knowledge and learning.”