Rajinikanth is one of the most popular Film actors from South India. A devout, self disciplined human being..a rags to riches story..an embodiment of human values..a cult figure par excellence..the way he conducts him-self mnd his professional management of his career is unique. This book is an original and unique take on Brand Mangement, using Rajinikanth's superstardom as a model for building and sustaining a successful bran