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Article: Brand Management In India.(Yahoo! Inc.)(Zee Telefilms Ltd. VS. Union Of India & Ors)
- Article from:
- Mondaq Business Briefing
- Article date:
- September 10, 2009
- Author:
CopyrightCOPYRIGHT 2009 Mondaq Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Published in MIP - Brand Management, April 2007
I. PROLOGUE
"It would be difficult to over state the importance of a brand"
- The Centre of Strategy and Communication, London.
As everyone would be aware, brands are an intrinsic part of a Company's equity. But not many would be aware that the global concept of modern brand management that revolutionised operational marketing germinated and grew from a 3-page internal Memo written by a Junior Marketing Manager of a Company.
Brand Management led to a development of the concept that brands were a means of communication between the manufacturers and the consumers and across Europe ...