Building Strong Better Brands — Looking Beyond the Obvious!
Integrating the crucial link in the framework
Sunando DasMarketing Science Centre – Asia, Research International Asia Pte. Ltd., Singapore.
INTRODUCTION
'The significant problems we face cannot be solved at the same level of thinking we were at when we created them' Albert Einstein
The founding stone of any marketing success of a brand lies in its positioning strategy – be it new brand positioning, re-positioning to take care of evolving market needs and competitive scenario or brand portfolio management. Developing an appropriate brand positioning and the cues or routes...