Branding sans psychodynamics

Abstract

There’s potential in emerging markets to create brands offering functional value without relying on the emotional In an emerging market where there are diverse segments associated with the functional usage of a product, there is a huge scope for startups to create brands with absolute value without relying on psychodynamics. No Logo was a book by Naomi Klein that was critical about corporate branding of products. A decade after this book was published, branded offerings have not only got strengthened (going by brand value rankings published by various sources); they are also getting digitalised. https://www.thehindubusinessline.com/catalyst/branding-sans-psychodynamics/article21702177.ece1