Book on Brand Rajini

While Landmark and Rupa Publications launched the book on brand perceptions ‘Grand Brand Rajini’, on Superstar Rajinikant, written by P C Balasubramaniam and Ram N. Ramakrishnan, on Tuesday, November 27, 2012 at Landmark, Citi Centre, Chennai, chief guest Latha Rajinikanth, opened a few pages of her personal life for public perusal.

The chief guest for the evening R Balakrishna (Balki), chairman and chief creative officer, Lowe Lintas India, and film director, said ‘Grand Brand Rajini’ has an original and unique take on brand management using Rajinikant’s superstardom as a model for building and sustaining a successful brand.

Lata Rajinikant appreciated author Balasubramaniam for his second effort after the first book, ‘Rajni’s Punchtantra’, with Raja Krishnamurthy, which was great a hit in English and Tamil. She added that Rajini behaves like a brand, talks like a brand and lives like a brand. He struggled a lot to become such a brand icon, she said. She thanked all the well-wishers for their continued support, prayers and the place they had all given in their hearts for the Superstar.

In today’s cut-throat competitive business, one of the cornerstones for the success of any organisation or product is establishing itself as a brand and entity that is immediately identified, trusted and respected.

In ‘Grand Brand Rajini’, the authors use Superstar Rajinikant as the ultimate example of a lasting brand. Analysing the actor’s career in the context of the trajectory of successful global brands, the authors focus on theories and practices of brand management.

P C Balasubramanian is one of the founder-directors of Matrix Business Services India. He is passionate about enterprise and institution-building. He is also an ardent admirer of Rajinikant and one of the authors of the bestselling “Rajini’s Punchtantra: Business and Life Management the Rajinikanth Way”.

A chartered and cost accountant by profession, Ram N. Ramakrishnan has worked in management consultancy for two decades. After a stint with a well- known corporate house in Mumbai, he set up his own consulting service and currently performs management advisory in the Gulf.

Nov 28, 2012
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