In a rapidly evolving market threatened by fast product obsolescence, changing consumer demographics and tastes, fragmented media and markets and increased competition, companies have had to take the branding route to have a sustainable competitive edge even in sectors such as financial products and services. It focuses on the evolution of branding, its methods of implementation and various branding concepts and a hard look at issues relevant to commodity branding and the strategies used in developing a products brand equity, and are backed up with cases from the Indian corporate world.
Commodity Branding: Concepts and Cases
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Bibliographic information
Title
Commodity Branding: Concepts and Cases
Author
Edition
1st ed.
Publisher
ISBN
8178817802
Length
212p.
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