WHEN we look at Brand India, five characteristics come immediately to mind. I will focus on each of these very briefly. They often tend to get taken for granted.
First, Brand India is multilayered - by caste, by language, by religion, by region, by income, which is very important as far as consumer goods are concerned.
Second, Brand India is an evolved brand.
Third, it is an aggregative brand, one that is composed of a large number of sub-brands.
Fourth, it's a
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