Jagdeep Kapoor

The era of Brand Switch is here upon us. For many years, product and service marketers felt customers were there with them for life, and started taking brand loyalty for granted. However, there has been a transformation in the Indian market and consumers today are now loyal to 'perceived value' and not necessarily to brands. Due to intense competition and a wide choice of brands, every Indian consumer today is equipped with what the author calls 'an imaginary ...