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...Subcategory Competition Subcategory competition starts when a firm creates a “must have” that defines or redefines a subcategory. ...TOI on June 30, 2017, 7:30 p.m.
...That idea altered perceptions of what marketing does, who does it and what role it plays in business strategy. Brand Equity also altered the perception of brand value by demonstrating that a brand is not only a tactical aid to generating short-term sales but also a strategic support to a business strategy that will add long-term value to the organization. So what is brand equity and brand value and how should they be measured? Brand equity is a set of assets or liabilities in the form of brand visibility, brand associations and customer loyalty that add or subtract from value of a current or potential product or service driven by the brand. To elaborate: Brand visibility means that the brand has awareness and credibility with respect to a particular customer need—it is relevant. ...TOI on June 30, 2017, 7:27 p.m.
...These firms step up as part of their brand strategy not only because it’s the right thing to do, a healthy society has long-term benefits and these initiatives inspire their employees, but also because it’s a path to worthwhile and attractive financial rewards. Fortune identified 50 large firms that do well financially by doing good for society in its 2016 Change the World List. It is an impressive list compiled by some experts inside and outside the Fortune editorial team. Five society problem areas were identified as the primary areas of doing good among the selected firms: Delivering healthcare to the underserved GlaxoSmithKline, for example, has developed drugs and other products that are relevant to illnesses such as HIV with which third world countries are struggling. ...TOI on June 30, 2017, 7:25 p.m.