Marketing Practice

This post is inspired by  my learned Twitter friend @vijaysankaran when he queried about my opinion about the brand refresh by Raymond. I ...

Article Review : What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation Journal of...

Osborne effect is a phenomenon where the sales of an existing product gets affected because of the announcement of future products. Osborn...

Professor Franziska Volckener and Professor Henrik Sattler of Institute of Marketing and Retailing, University of Hamburg, published a ver...

While discussing the components of an effective marketing strategy, marketers often is in two minds about the overall direction of their st...

In most of the marketing literature, branding strategies are usually skewed towards large businesses. The nature of these strategies also de...

Last day, my colleague got simultaneous service calls from 3 branches of a reputed car service firm. The call was made three days after he h...

According to Berry and Parasuraman (Marketing Services: Competing through quality), Internal marketing is attracting , developing, motivatin...

American Marketing Association defines brand as a name, term, sign, symbol or design or a combination of them, intended to identify the good...

It is interesting to see how many companies realize the importance of marketing in their corporate strategy framework. Most firms have reali...

When Tata Motors launched its sub 1tonne commercial goods carrier- Tata Ace in 2005, it created a huge change in the small commercial vehic...

Seldom does brands hit upon wonderful ideas that capture the attention of the consumers. During the last IPL season, Vodafone hit upon such ...

Marketers are now faced with intense competition at one hand and a media clutter on the other hand. These issues are going to aggravate in t...

Brand portfolio decisions are strategic in nature. These decisions have very powerful impact on the entire brand architecture and marketing ...