 "customers, retail industry")
For most, “brands” mean expensive products preferred by people or things endorsed/used by celebrities. Branding is more of a glamorous word for people and few realise that brands are assets that are central to business growth and have a direct impact on the bottom line and the top line. An effective brand strategy can give significant competitive advantage to organisations. Branding decisions are not just marketing decisions but business decisions and brand health is closely knit to business health.
Business Week in 2013 conducted a research among top 200 companies in the world to understand the factors that contribute to enterprise
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