ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

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Brand Building in Indian Industry

S L Rao The difficulties of brand building in the Indian setting and the rewards that accrue to companies that strive to build additional values in their products so that they develop a preference in their customers' minds and become brands. Ownership and country of origin are not the issue. Value addition as recognised by the customer is.

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