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 language | English |
---|---|
Title of host publication | Research Handbook of Marketing in Emerging Economies |
Editors | Marin Marinov |
Publisher | Edward Elgar Publishing |
Publication date | Apr 2017 |
Pages | 146-162 |
Chapter | 8 |
ISBN (Print) | 9781784713164 |
ISBN (Electronic) | 9781784713171 |
Publication status | Published - Apr 2017 |