“Brand building is not TV advertising”: How to build successful brands in the digital age

Vrushali Lad

The ‘Building Brands for the Digital Age’ talk at ZeeMELT 2022 conference heard Amazon India’s views on how consistent brand building is key to success.

Digital brands are competing hard in India and around the world but are they investing as much as they should in brand building?

This and related questions were answered during the ‘Building Brands for the Digital Age’ talk, when Soumya Mohanty, Managing Director and Chief Client Officer of Kantar’s insights division, interviewed Rashi Goel, Amazon India’s Director of Marketing, at the ZeeMELT 2022 conference – a meeting point for the best disruptive marketing practices from different industries.

Mohanty started by mentioning that a recent Kantar BrandZ report found that the top 30 Indian brands have bounced back much faster than...

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