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Building brand esteem and reputation is one of the most precious but least understood dynamics in the business world.
It is quite common for established companies to have their names changed for reasons varying from business expansion and mergers and acquisitions to new identity and brand crises.
In today’s reality, what used to be safe bet has become, in an increasingly social world with fewer controls and more pressures to voice opinions, a ticking bomb.
Purchasing power as a tool for activism is a concept that Gen Z views as inherent to who they are as activists. Internationally this trend is quite visible where Gen Z has clearly demonstrated their preference for brands that do more than just sell a product for profit.
There’s a visible shift of brands to personalization and hyper-segmentation and increasingly modern and traditional retail are joining hands. Technology and digitization was proactively adopted by the various brands as they started realizing the importance of joining the digital revolution.
Notwithstanding my vision nowhere close to being 20/20, I have attempted to share what I see happening in India in 2020.
The trust customers once gave, almost blindly, to brands and institutions has been slipping away for some time. They now demand something else: transparency of data associated with products and services.
In today’s context, a sleepless person is also at the risk of being an unhealthy one. And as a result of waking up to the importance of rest, helping people sleep longer and better is becoming big business.
John Burke, global chief marketing officer of Bacardi, tells Brand Equity why it is important for the brand to find ways of connecting with consumers through culture, and not through the core product - alcohol...
The slowdown is not as much of a worry as is the perception of the slowdown. Perception is a reasonable multiple of the actual slowdown that is biting our markets currently.
Online education mega brand Byju’s is creating co-branded products and, recently, the company collaborated with Disney to create an early learning app for young kids. Experts believe it will help the app garner reach and equity with kids on the back of Disney.
Devotion to a brand or high engagement intensity in an activity does not mean one is automatically a member of a tribe. There is a degree of socialisation required.
Once celebrated, charismatic founders are hurting the brands they built. What can Indian founders learn from the meteoric rise and fall of their Western counterparts?
Shoe shopping experiences are a treasure tote of insights. Here’s how brands can leverage the ‘Cinderella phenomenon’ to create better customer experiences.
At a time when shopping and sentiments hit stratospheric heights, complaints, too, are bound to rise.
Brands often rope in popular people aka influencers on social media to endorse their products to their legions of followers. It works best when the influencer is a subject matter expert.
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