Around the Net
Branding In India
- Business Standard , Monday, June 11, 2012 8 AM
Brand building is about establishing a person-to-person relationship as opposed to a salesperson-to-customer relationship, and tough conditions test the brand management skills of a manager more than anything else. That's true just about anywhere, including India, where Raghu B. Viswanath is managing director of Vertebrand Management Consulting. He talks about the challenges of branding, what works and what doesn't in that nation.
