Branding the invisible

Abstract

Round Table features an exhaustive discussion on Indian Brands ? beginning with the definition of an 'Indian' brand and elaborating upon the origin, the home and the 'soul' of brands, the various aspects of building and managing Indian brands particularly in the face of competition from MNCs; brand extensions and how brands cope with the vagaries of the market. Several interesting issues on methodology and research were raised.

In order to present a truly broad spectrum of views on brands and complement the Round Table discussion, Pradeep Kumar spoke to a cross section of marketers in various product and service categories.

To complete the Round Table, Umesh Rajamani probes into an adjacent aspect - the branding of services and how it compares with the branding of products.