An Exploration of Brand Biographies in India
DOI:
https://doi.org/10.33423/jmdc.v13i1.678Keywords:
Marketing Development, Business, Competitiveness, EconomicAbstract
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.
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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
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