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Latest Articles in branding

‘Melody’ Brand Of India

Dev Anand, Raj Kapoor, Bimal Roy and Hrishikesh Mukherjee were the greatest brand managers of melody

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Brandenstein - The Brand Doppelgänger

Well-intentioned brand creation and nurturing at times yielding mortifying outcomes, an occurrence that is emerging more frequently now than ever before

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Whose Logo Is It, Anyway?

Case Study: “The customer’s perception is your reality” — Kate Zabriskie, Customer Experience Consultant

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Case Analysis: Is Vinayak Posturing?

There are multiple dimensions to this situation and one which has not been mentioned. It could very well be that Vinayak Morro is uneasy/ uncertain about the loyalty of the team and has a strong suspicion that their loyalties still lie with the earlier owner, Nandalal

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Case Analysis: Brands Are Not Holy Cows

Whatever is the business strategy and its resultant brand implications, there are ways to go ahead in a manner that will result in committed action across all stakeholders

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Orchestrate Brand Experience

An orchestra is a large group of musicians who play a variety of different instruments such as violin, flute, piano, drums etc. in harmony. Orchestras are led by a conductor who directs multiple musicians with movements of his hands and arms

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Volkswagen Board To Discuss Brand Overhaul On November 4

Management and labour leaders are seeking to agree on cost cuts and investments that will form part of the German carmaker's efforts to revive its fortunes more than a year after the diesel emissions scandal broke

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AXA Rated As Top Global Insurance Brand

AXA is the 1st insurance brand worldwide for the 8th consecutive year with a brand value growth this year of 14 per cent

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The Many Faces Of Luxury

With brands going digital, their bandwidths have also shrunk in a way that more attention is being paid to the flagship brand

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From Digital Destinations To Digital On Demand

The new digital-on-demand world demands a comprehensive relook at everything a business does. It demands businesses to take a rebirth of sorts, so they are ready and in robust shape to win the battles of the on-demand economy

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Building Brand Through A Web Of Trust

Simple techniques of being fair and truthful towards the consumers/services connected with simple communication on the digital platform is winning it for brands all over the world

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Does Topicality Strengthen A Brand's Symbolic Strength?

The current trend is for brands to link themselves to the Rio Olympics and to the ongoing paralympics to achieve their corporate or brand objectives

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Don't Make Brand Promises You Can't Keep!

Some consumers avoid dominant brands in order to prevent the development of monopolies, large companies who are suspected of corporate irresponsibility

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Mindshare Versus Mousetraps Marketing Strategies

Mindshare marketing is more perceptual decision whereas mousetrap marketing is more rational consumer choice

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Making Way For Marketing Technologists

Sheldon Monteiro, senior vice-president and chief technology officer, SapientNitro speaks on why the new breed of hybrid specialists matter

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