Open AccessRe-branding as a marketing tool
Author(s) -
. Vivek,
Mahilarasi
Publication year - 2016
Publication title -
journal of management and science
Language(s) - English
Resource type - Journals
eISSN - 2250-1819
pISSN - 2249-1260
DOI - 10.26524/jms.2016.31
Subject(s) - multinational corporation , business , marketing , competition (biology) , product (mathematics) , marketing management , market segmentation , advertising , ecology , geometry , mathematics , finance , biology
Markets from low-involvement to high-involvement product categories have been experiencing sweeping changes in the past decade. Changing lifestyles, fragmented market segments and consumer preferences, and intense competition from the brands of multinational corporations (MNCs) have made re-branding strategies a prerequisite for marketing success