Volume : 3, Issue : 1, JAN 2017

BUILDING BRAND IDENTITY IN COMPETITIVE MARKETS: A CONCEPTUAL MODEL

MUHEMMED FASIL, PRAJAY BIRLA

Abstract

Purpose: The purpose behind this paper is to distinguish imperative components of brand building in light of contextual investigations of successful brands in India Approach: this paper is based on the concept of brand building called PCDL i.e. positioning the brand, communication, delivering and leveraging. Finding: in explaining PCDL concept we have taken a case study of Archies and how it developed its name around the world. We have analyzed the case study in different aspects and also explained the importance of brand building.

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References

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