Anjali is a thirty-something, well-educated and smart new-age woman. Homemaker and busy mother of a two-year-old mischievous son, she hardly finds spare time to do what she enjoys most – reading and flaking out at the club pool. When she is not busy with the mundane household chores or handling her son’s tantrums, she is on the internet.
Monthly Archives: December 2018
It is accepted wisdom that brands add significant value to a business because they signify its differentiation for which consumers are prepared to pay a premium.
At its simplest level, the construct of a brand is that it meets the ‘wants’ of the consumer, even while the underlying product meets consumer ‘needs’. Thus, products have tangible attributes that can be evaluated sensorially. Brands, on the other hand, are perceived as having characteristics that make them relevant to the individual.