Academic journal article IUP Journal of Brand Management

Focus

Academic journal article IUP Journal of Brand Management

Focus

Article excerpt

Recently the fourth BRICS summit was hosted in India under the overarching theme of "BRICS Partnership for Global Stability, Security and Prosperity". These goals-stability, security and prosperity-are not only important for the emerging economies of the world, but are also high on the wish-lists of corporales world over. A stable environment provides the comfort of certainty, which enables firms to base their future plans on realistic assumptions with a greater conviction. The healthy business environment warrants a cover of security and in today's volatile times, the emphasis on security cannot be more pertinent. Finally, prosperity is the buzz word which not only generates a feel-good factor, but also infuses a new burst of energy in the business environment. All in all, businesses are always looking forward to the desired Utopian world which provides them stability, security and prosperity.

In India, besides the growing urban prosperity, the rural areas are also showing considerable economic promise. This is the reason why many marketers are interested in further penetrating the enormous rural hinterlands of India. This contemporary phenomenon is dealt with in the first paper, "Marketing to Rural Women: How Various Leading Brands Are Doing It?", by Falguni Vasavada-Oza, Aparna Nagraj and Yamini Krishna. The authors discuss the various strategies adopted by Clinic plus, Dalda oils, Fair & Lovely and Wheel, which according to them, have identified women as the user or decision maker and have adopted various marketing strategies and communication efforts at the root level.

The second paper, "Portfolio Strategy for Luxury Partner Brands: Strategic Guidelines", by Henrik Uggla and Maryam Lashgari, defines and elaborates the conception of luxury partner-brand from theoretical sources in luxury branding, conspicuous consumption, co-branding and semiotics. Further, the author argues in the paper that the luxury partner-brand is comparatively more elastic than the luxury master brand. …

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