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Latest Articles in branding

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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Marketing Secret For Building Brands

One of the major roles of marketers is to spread their brands and for that they have to keep their customers & prospects engaged through various channels such as advertisements, useful content, PR and events

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Bizarre Yoga Patents Deepen Indo-US Dispute

India felt the need to develop a video library to restrict anybody, who tried to make profit by cornering the 5,000-year old discipline of stretching, breathing and meditating to himself

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Case Analysis: To Buy or Not To Buy

Elwoods’s team is happily fantasising about how to handle the brand Rani after the buy, writes Vivek Sharma

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Why Are Candies Sold At The Billing Counters Of Departmental Stores?

In the midst of making crucial enterprise decisions, The CEO needs to ensure the presence of a few trip wires that will ensure that this decision making process does not suffer from these biases, as Drucker says " making the right decision is a crucial skill at every level".

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Case Study: Come, Meet Rani

“True cultural connection is the Holy Grail for brands if they want to create an enduring emotional relationship with people.” — Adam Chmielowski

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Case Analysis: Immerse Then Sell Strategy

Instead of saying buying Rani is the only option, also demonstrate why other options are weaker in outcomes, or less likely to succeed, writes Shireesh Joshi

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Case Study: See The Bigger Picture

Both Karan and Dave need to rise above their individual turfs and take a decision which is appropriate, writes Debabrata Mukherjee

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