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Marketing and Branding: The Indian Scenario by Ramesh Kumar S.

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1

Application of Product and Brand Related Strategies

The Product Theme

The product and brand related theme deals with four major issues that matter to marketing practice from the viewpoint of product/brand-based strategies. The first one is about the concept of the product or service. A marketer has to be clear on systematically addressing various aspects of a product in a changing context. A product not only includes the core offerings but also deals with differential aspects of the brand, after-sales service and several other aspects. The second issue deals with the differentiation associated with the offering that enters the consumer mindscape as a brand, and this aspect elaborates on positioning strategies in an emerging market like India. ...

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