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Book Review: David A. Aaker, Building Strong Brands

Asia-Pacific Journal of Management Research and Innovation, 8, 3 (2012): 361–364 Mohan (Henry Ford Professor for Biomechanics and Transportation Safety, IIT Delhi). The fifth chapter is devoted to the use, owning and sharing of land. The chapter dwells on the 44th Constitutional Amendment (1978), Article 300(A), the National Rehabilitation and Resettlement Policy, 2007, and a new Land Titling Bill which is pending in the Parliament. The chapter contains a discussion between Rohini Nilekani, Medha Patkar (Narmada Bachao Andolan) and Anand Mahindra (vice-chairman and managing director of Mahindra & Mahindra Ltd). The sixth chapter is devoted to one of the most outsized challenge to the civilisation, that is, energy issues specially when the world is witnessing vast climatic changes, and terms like greenhouse effect and global warming have entered common parlance. The chapter does justice to dominant paradigms related to power planning in our country. The chapter contains a dialogue between the CEO of one of the biggest companies of India, namely, Mukesh Ambani, and Dr R.K. Pachauri (chairman of the InterGovernmental Panel on Climate Change). The seventh chapter is devoted to a conundrum known as Financial Inclusion. The chapter describes in detail the efforts made in the direction of the use of financial offerings. It contains a highly meaningful discussion between Rohini Nilekani, Vijay Mahajan (founder and chairman of the BASIX Group) and Uday Kotak (principal founder, promoter, executive vice-chairman and managing director of Kotak Bank). The eighth chapter brings out the facts that economy is a subset of ecology, and organisations that increase the efficiency of natural resources can amass huge savings and thus, achieve competitive advantage. It contains ideas which can be helpful in building social capital and natural capital. The chapter presents an interesting map of possibilities through a riveting discussion between Sunita Narain (Director of Centre for Science and Environment) and Y.C. Deveshwar (chief executive and chairman of ITC Ltd). The book is written after painstaking research. It contains eye-opening statistics given by Participatory Research in Asia (an international centre for learning and promotion of participation and democratic governance), John Hopkins University, Central Statistical Organization, Ministry of Labour, India Human Development Survey. The book provides the much-needed information related to National Skill Development Corporation (NSDC), Swarnajayanti Gram Swarozgar Yojana (SGSY), National Rural Livelihoods Mission (NRLM), Mahatma Gandhi National Rural Employment Act (MGNREGA), New Pension Scheme (started in 2009), Integrated Child Development Services (ICDS), National Rural Health Mission (NRHM), and government-sponsored insurance schemes such as Arogyasri in Andhra Pradesh. The book under review will be beneficial to the policymakers, NGOs, champions of public–private partnerships and Corporate Social Responsibility, management teachers and students. It may be a splendid idea of making a book like this compulsory reading as a part of management syllabus. The students can be asked to read the book and write a review in perhaps 3,000 words or so. It would go a long way in broadening the thinking horizon, sharpening management skills, inspiring future leaders and changing lives and the face of the future in positive ways. The book actually dwells on issues which need to be discussed on a common platform and which require a common solution for the good of all. Also, there is an urgent need for dialogue between business, social and political leaders as well as implementation of new policies for overall development.