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Asian Journal of Management
Year : 2020, Volume : 11, Issue : 3
First page : ( 339) Last page : ( 342)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2020.00053.0

Impact of Branding in Sustainable growth in Prevailing Indian Economy

Dr. Hemantha Y*

Associate Professor, Adarsh Institute of Management and Information Technology, Bangalore #106, “SIMBA”, 3rd Main Road, Ramanjaneya Nagar, Bangalore-560061

*Corresponding Author E-mail: hemanthtrend@gmail.com

Online published on 10 August, 2020.


In the global scenario, business organizations have to keep an eye on the marketing environment to survive in the long run. To achieve this, branding strategies plays a key role in survival of business in prevailing economic slowdown and can be viewed as a powerful tool for competitive edge. In business sense brands make huge profits but in present situation it is about the sustainable growth to be in place in long run as competition is omnipresent for brand. This question is addressed by this study which presents a conceptual model/framework required for branding and various factors required for sustainable growth. Keeping the objectives of research in mind the study also extends to branding strategies. This article presents the reviewed literature on branding domain and present contemporary views which it is linked to sustainable growth.



Branding, Competitive advantage, Market growth, Sustainability.


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