Urkude, Ashish Manohar; Attri, Rekha; Pahwa, Manvinder Singh - 2012
Building a strong brand today is incredibly difficult. A strong brand can turn a commoditised, undifferentiated product into something unique and special. For instance, as soon as you put the brand of Tiffany on a diamond, the value of the diamond shoots up. It is no longer just a diamond, it is...