Introduction to Strategic Brand Management

Dr. Ashita Aggarwal serves as Professor of Marketing and Chairperson-PGDM at SP Jain Institute of Management & Research (SPJIMR), bringing over two decades of experience in brand management and consumer behavior research. Her academic credentials include a Ph.D. in Management focusing on Branding and Communication, an Executive Program in Branding from Kellogg School of Management, and she is currently pursuing a DBA from Indian School of Business. As a gold medalist MBA graduate, she has established herself as a leading authority in consumer brand relationships and marketing communications. Her research portfolio includes significant publications on brand equity, customer experience management, and digital brand building, with her cases being widely used by business schools globally. She has earned recognition through the "Best Marketing Professor" award from Dewang Mehta Business School Awards and multiple case writing awards. Her expertise extends to international teaching at institutions like State University of New York and Hamburg University, while also serving as a consultant for startups, NGOs, and educational institutions in brand building and consumer insights.