Brand-fight is never a new phenomenon in the civilization of branding. From the time multiple brands existed in a single category, there have been tensions and palpitations as to who will take over the other or at least edge over the other. It is simply analogous to a car race. The fight for which car will speed over the other and by how much distance is, is akin to in the branding context, how brands will edge over the other brands in the same category and by what percentage of market share.
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The emergence of the lockdowns broadly affected the different brands on a global scale. It thus threw novel challenges to the brand managers who in turn were required to strategise their branding activities and designs their action plans for effectively appealing to the prospective consumers. The brands irrespective of the product type and business category […]
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