Brand building in the era of mobiltiy and emergence of 'New imagined communities' A conceptual analysis

By:

KANDPAL, ANSHUL

Contributor(s):

PATRA, SANTOSH K

Material type:

Mixed materialsPublication details: 2014Description: 24-29Subject(s):

BRANDING

NLM classification:

658.827

In: INDIAN JOURNAL OF MARKETINGMSummary: This is a conceptual paper and is an attempts to explore the transitional effect of brand building in the new era of mobiles and the Internet. Transition and mobility have been the laws of nature and have been witnessed from time immemorial. However, the current and future generations are going too witness a transformation which redefines the idea of space and geographical territory. In this paper, we have discussed how organizations can form brand communities on the lines of Benedict Anderson's 'Imagined communities'.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		43/11	Available		P15267

This is a conceptual paper and is an attempts to explore the transitional effect of brand building in the new era of mobiles and the Internet. Transition and mobility have been the laws of nature and have been witnessed from time immemorial. However, the current and future generations are going too witness a transformation which redefines the idea of space and geographical territory. In this paper, we have discussed how organizations can form brand communities on the lines of Benedict Anderson's 'Imagined communities'.

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