Strategic Brand Management
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Indianising the western brand To establish their brands in India, multinational companies have to go beyond merely using their successful “foreign” strategies. The key is to localise, says Santosh Desai.

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Recession stress busters During recession, most organisations cut down their advertising budgets and this is the best time build a brand. Wise marketers can grab this downward trend as an opportunity to augment their market shares, suggests Pranesh Misra

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Leveraging cultural changes to build brands To remain competitive, brands must continually re-invent according to the forces of cultural change. Anand Halve looks at how successful brands have kept with the times