Nuggets from the Catalyst

Catalyst, the marketing supplement of The Business Line on Wednesdays once again proves its mettle in terms of being among the best marketing newspapers around in India. Yesterday’s articles stand this out in glowing terms.

Click here to read more about the ‘Superbrands’ phenomenon that has the Indian marketing community abuzz nowadays. Ramesh Narayan talks about what goes into making a brand a Superbrand and the concept behind the launch of Superbrands.

Ramesh Kumar, a Professor of Marketing at IIM Bangalore has written an article on how to undertake a branding exercise in the commodity market. This article is written in the backdrop of the launch of branded commodity products such as Parry’s Sugar, Dettol floor cleaning liquid and Nestle Curds. The article talks about target segment related considerations and involvement levels in commodity branding. An awesome read for anybody who is interested in branding.



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