David Ogilvy defines brands as “the intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.”Kotler defines brands as “A brand is a name, term, sign, symbol, or design or…

Role of Brands In a world where products, markets, and industry boundaries are in flux, a well-managed brand can be a prime source of strategic direction and competitive advantage. Today branding is such a strong force that anything from salt…

The world is rapidly shrinking with the advent of faster communication, transportation and financial flows. Products developed in one country – Mont Blanc pens, McDonalds, BMW’s – are finding enthusiastic acceptance in other countries. A German businessman may wear an…