Academic journal article IUP Journal of Brand Management

Focus

Academic journal article IUP Journal of Brand Management

Focus

Article excerpt

Today the firms are using societal and holistic marketing as a means to differentiate their offerings. Green marketing and sustainable development have become a buzzword for strategy formulation among the leading corporate entities. They are no longer a possible option to be considered later but a necessary aspect which has to be compulsorily adhered to promptly. Brand strategists too are concentrating on incorporating and highlighting the green initiatives in the brand image which they develop for their offerings.

The first paper in this issue of the journal talks about this novel aspect in the area of brand management. In the paper titled, "Brand Positioning of Green Cars: A Correspondence Analysis Approach", by M Prasanna Mohanraj, Sameen Mohammed Siddique and Niranjan Ramesh focus on understanding the positioning dynamics of Green cars with respect to Indian consumers. Through empirical analysis, the authors observed that their respondents perceive green car as value for money, technologically advanced and perfect for city commute. Customers consider green car as a second car and not as the primary one due to speed limitations and charging limitations.

In the paper titled, "Brand Personality and Brand Equity Research: Past Developments and Future Directions", by Anees Ahmad and K S Thyagaraj review the extant literature in the area of brand personality and brand equity. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.