Creating brand wealth through brand health

This paper argues that as urbanisation and wealth grow in emerging economies such as India, brands will have to attract consumer groups who have not consumed their product or category before, and so being socially and culturally relevant will be important.

Creating brand wealth through brand health

Arthi BasakInterface

Read more essays on CSR in India and related case studies on the Brands and Sustainability in India page

Every marketer's personal ambition is to leave behind a brand larger than what he or she inherited. This quest to grow a brand beyond its current market is a true test of a brand's stature. As brands enter new markets and address newer consumers, newer meanings have to be forged. This will have an impact on what brands stand for and how they can evolve over time.

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