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Brand Management in The Indian Context- A Study of Select Service Organisations |
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| รหัสดีโอไอ | |
| Creator | 1. Sapna Singh 2. Venkata Ramana |
| Title | Brand Management in The Indian Context- A Study of Select Service Organisations |
| Publisher | Asian Forum on Business Education (AFBE) |
| Publication Year | 2554 |
| Journal Title | AFBE Journal |
| Journal Vol. | 4 |
| Journal No. | 2 |
| Page no. | 352 |
| Keyword | Brand Management |
| ISSN | 2071-7873 |
| Abstract | In the post LPG Scenario branding and brand management have grown by leaps and bounds in India. Branding has been long associated with manufactured and physical goods. Branding, plays a special role in service companies because strong brands increase customers trust of invisible purchases. The Indian service organizations have also entered into branding era, where intangible services are being differentiated with help of branding. The concept of Brand Management has been established as a specialized field of study and its application to the field of marketing has been on the rise. Brands create an identity for the services of the companies and are vital in this ever changing dynamic market scenario. Branding establishes the purpose, direction and is a vital link between the Company and its Customers Service Brand Management in India: The service sector has emerged as the fastest growing sector of the Indian economy. Brand development is crucial in services, given the inherent difficulty in differentiating products that lack physical differences. The intense competition within services markets, many of which have been deregulated as more and more services have reached a plateau of similarity therefore Brand development has assumed a crucial role. |
