Indian Journal of Marketing

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

A Qualitative Study on Branding of Steel Products in India


Affiliations
1 Marketing Faculty and Examination Coordinator, ICFAI Business School, Bangalore - 560062, India
     

   Subscribe/Renew Journal


Branding which has traditionally been the forte of B2C products has of late assumed lot of relevance and importance even for B2B products, in the changing global business environment. Steel, one of the core sectors of our economy, has been a highly commoditized product prior to liberalization of Indian economy. With the opening up of the economy and entry of a number of private players, customization and differentiation through strategic brand management has become the "mantra" for growth and survival.
User
Subscription Login to verify subscription
Notifications
Font Size

Abstract Views: 123

PDF Views: 0




  • A Qualitative Study on Branding of Steel Products in India

Abstract Views: 123  |  PDF Views: 0

Authors

Shailendra Dasari
Marketing Faculty and Examination Coordinator, ICFAI Business School, Bangalore - 560062, India

Abstract


Branding which has traditionally been the forte of B2C products has of late assumed lot of relevance and importance even for B2B products, in the changing global business environment. Steel, one of the core sectors of our economy, has been a highly commoditized product prior to liberalization of Indian economy. With the opening up of the economy and entry of a number of private players, customization and differentiation through strategic brand management has become the "mantra" for growth and survival.