Brand building in the era of mobiltiy and emergence of 'New imagined communities' A conceptual analysis
Material type: Mixed materialsPublication details: 2014Description: 24-29Subject(s): NLM classification:- 658.827
Item type | Current library | Call number | Vol info | Status | Date due | Barcode | |
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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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