An Exploration of Brand Biographies in India

Authors

  • John Branch University of Michigan
  • Suhina Nath University of Michigan

DOI:

https://doi.org/10.33423/jmdc.v13i1.678

Keywords:

Marketing Development, Business, Competitiveness, Economic

Abstract

A brand biography, not unlike a human biography, chronicles a brand’s emergence, its experiences, and its evolution. We speculated that brand biographies might be influenced by culture. To test this speculation, we explored the brand biographies of fifty companies in India, across a variety of industries, using a grounded theory approach. We identified six brand biography patterns, which seemingly reflect three core cultural values of Indian society.

Downloads

Published

2019-03-03

How to Cite

Branch, J., & Nath, S. (2019). An Exploration of Brand Biographies in India. Journal of Marketing Development and Competitiveness, 13(1). https://doi.org/10.33423/jmdc.v13i1.678

Issue

Section

Articles