Ashita Aggarwal holds a Ph.D. in management, with doctoral research focusing on Branding and Communication of Management Schools in India. She has pursued a Certificate course in Branding from Kellogg’s School of Management, Northwestern University, USA. She is currently pursuing her DBA from the Indian School of Business (ISB), India. She is a gold medalist for her MBA (PGDM) and has a master’s degree in Marketing, and holds an Economics (Hons.) bachelor’s degree. An ardent researcher and brand consultant, she has conducted research on Consumer Brand Relationships and Brand Management in SMEs/FMBs, with her research findings published in renowned journals and popular periodicals. She has authored several book chapters and case studies on Brand Equity, Brand Positioning, Marketing Effectiveness, Customer Experience Management and Brand Communications.