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Found 1 from your keywords: author="Bhimrao M. Ghodeswar"

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Building brand identity in competitive markets: a conceptual model

The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India. Design/methodology/approach – This paper is based on a review of the literature and takes a case study approach. The paper suggests the framework for building brand identity in sequential order, namely, positioning the brand, com…

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