• Brand of the Year - 2017
  • Cover Story

    Brand of the Year - 2017

    A brand in simple terms is the name, term or symbol that enterprises use for product differentiation, but in reality is an intangible entity, the full depth of which can only be quantified through the impression that it leaves in the minds of consumers. Though the perceivable process of ‘branding’ can be performed in a jiffy, the actual time it takes to become a renowned and trusted global entity is of the order of decades very often. This is particularly the case of consumer goods like clothing and vehicles as the brands that dominate these segments have been around for not less than five decades. In the new era, this scenario has changed slightly in the case of technology products, as numerous brands have managed to gain traction within a short time span, but these are exceptions...


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