Value Branding in Emerging Markets as a Social Dimension in the Indian Context

S. Ramesh Kumar, Svetla Trifonova Marinova

Research output: Contribution to book/anthology/report/conference proceedingBook chapterResearchpeer-review

Abstract

This chapter attempts to analyze and suggest new ways of adapting branding techniques to the emerging Indian environment, one, which has glaring inequalities in terms of need fulfillment among consumers. The chapter uses marketing examples from the Indian context to reflect the need for value branding that is specific to the Indian context: some of these examples, though old ones, are extremely useful in terms of offering lessons to practitioners.
Original languageEnglish
Title of host publicationResearch Handbook of Marketing in Emerging Economies
EditorsMarin Marinov
PublisherEdward Elgar Publishing
Publication dateApr 2017
Pages146-162
Chapter8
ISBN (Print)9781784713164
ISBN (Electronic)9781784713171
Publication statusPublished - Apr 2017

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