Business

When discussing brands, the phrases "bounded" and "unbounded" are used to describe how limited or limitless a brand's identity, reach, and products or services are. There are two …

VST An aspiring Bangalore businessman, Janab Mohammad Abdus Sattar, was convinced to visit the "City of Pearls" in the late 1920s by a Hyderabadi Vazir Sultan after he had alre…

A prosperous businessman's son was PalaniAppa Nadar. He had no interest in following in his father's, Kaliappa Nadar's, footsteps as a coffee and cardamom exporter. In contra…

Abbas Abdul Rahim Hajoori and Mohsin A. Hajoori,  Dawoodi Bohra brothers, began the business in 1923 to fulfil refill orders for VIMTO, a British soft drink manufacturer. Mohsin H…

Co-writer: Ravi Teja Mandapaka The trend of humanizing pets has been gaining momentum in recent years, and it's more than just a fad. The trend reflects a significant shift in …

In today's age of globalisation, multinational firms can link multiple cultures and markets via their worldwide reach. Global success, however, calls for a more sophisticated comp…

The main offering of Cincinnati-based Kutol Products, which the McVickers founded in 1912, was a soft, malleable product for removing soot from wallpaper. By the turn of the tw…

Moov, a pain reliever ointment developed and marketed by Paras Pharmaceuticals, has been around since 1986. Iodex, manufactured by GlaxoSmithKline & Beecham, was the undisp…

So, how can a brand become the first thing that customers think of? Create a new category that does not yet exist in the minds of consumers, and make the brand synonymous with it.…

Revising the promise of the brand. If the consumer allows the brand marketer to reveal a secret advantage of the brand, does it radically expand the customer's connection with the…

Rising pet ownership in Asia has spurred the region's pet care industry to expand fast. While the popularity of smaller pets was on the rise before the epidemic, it skyrocketed af…

Businesses need to get rid of failed brands or businesses while doubling down on more promising ones, much as getting in shape involves reducing fat while growing muscle. Companie…

Several methods from economics and social psychology are included in marketing science. The effectiveness of any marketing plan may be boosted by taking advantage of people's habi…

Adjacency expansion is a business strategy for growth that involves expanding into new products, services, or markets related to the company's existing business. This can be achie…