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Innovation as an Enhancer of Brand Personality: Globalization Experience of Titan Industries
Author(s) -
Bhat Bhaskar,
Bowonder B
Publication year - 2001
Publication title -
creativity and innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.148
H-Index - 60
eISSN - 1467-8691
pISSN - 0963-1690
DOI - 10.1111/1467-8691.00188
Subject(s) - reputation , business , brand management , marketing , globalization , personality , advertising , brand equity , commerce , economics , market economy , sociology , psychology , social psychology , social science
Effective management of innovation involves creatively managing the process of creative destruction. For a product like a watch, capturing market share requires the careful enmeshing of brand reputation and innovation. Positioning itself uniquely through a comprehensive visioning exercise, Titan became a market leader. Titan Industries became the most admired brand in selling watches in forty countries. It is a leader in analog watches, designer clocks and branded jewelry. This paper analyzes the experience of interweaving brand reputation, organizational and technological innovation.