Dr. M. Prasanna Mohan Raj, Assistant Professor of Marketing and Branding at Alliance School of Business, Alliance University, Bangalore, has professional experience of 13 years in both industry and academia. He worked in the area of Brand Development in The New Indian Express. He worked in Research & Analytics and developed Whitepapers/case studies at Hexaware Technologies. His main field of interest is converging on Product and Branding Research and Marketing Models. He pursued his doctoral work from the prestigious National Institute of Technology (NIT), Trichy. He has published more than 25 research articles in scholarly research journals. He is on the editorial board of some of the leading journals.