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Please use this identifier to cite or link to this item:
http://hdl.handle.net/2259/287
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| Title: | ‘Equity’ Brand: Evolution of a Brand From Stock Market |
| Authors: | Purani, Keyoor
Abhilash, Nair * |
| Keywords: | Branding
Stock Market
Brand Management
Marketing |
| Issue Date: | 2006 |
| Publisher: | Indian Institute of Management Kozhikode |
| Abstract: | Brand Management has been primarily the job of marketing specialists, because brands have so far been seen in context of consumer markets. Many companies have been known for their product brands in the consumer markets but its time now to clearly recognize a company's markets other than consumer market. Hence, a company must have a brand, which appeals to all its markets including consumer market, stock market, human resource market and supplier &
intermediary market. Corporate brand generally evolves from one of the above
mentioned markets. In this market it gains strength and then starts appealing to
other markets. With economic revolution in India, stock markets are fast moving towards maturity making the companies look at brands in context of stock markets.
Brands have started evolving from stock markets. A brand thus evolved is
referred to as an 'equity' brand by the authors. The 'equity' brand can strengthen
the corporate brand very easily as it shares a common name with ... |
| Description: | * External Author. Mr. Abhilash Nair, Ph D Student, Indian Institute of Technology, Bombay |
| URI: | http://hdl.handle.net/2259/287 |
| Appears in Collections: | Working Papers
Working Papers
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Files in This Item:
| File |
Description |
Size | Format |
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| EquityBrand.pdf | | 72Kb | Adobe PDF | View/Open |
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