This work analyses the concept of brand segmentation with detailed case studies and presentations. Would it not be foolish to try and sell a comb to a bald man or a refrigerator to an Eskimo? Wrong Segmentation does not yield the right results. Brand Segmeantation is a book that offers a fresh approach to the subject and brings out the significance of whether a segment is 'meant' for your brand or your brand is 'meant' for a segment. The author, drawing from his ideal practical experience, brings out a refreshing brand strategy, if the segment and brands are 'meant' for each other, the probability of brand success increases.
