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.
Read the whole story at Business Standard »