Sorab Sadri and Maj General Balwinder Singh
The world in the first two decades of the 21st century is going though a corporate Olympiad where survival of the fittest is the norm. As the battle for competition intensifies, capital will be increasingly centralised and concentrated. The big fish will continue to eat the small fish and since the onus of decision making has moved over from the producer to the consumer, brand management has developed immense significance both for students of marketing as well as management strategists. The value of a brand plays a major role in how the product and the company that manufactures it, is perceived in the market. At that level perception transforms itself into reality at least at an ideational plane. A brand is a name, term, sign, symbol, or design, or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate those from competitors. In essence, a brand identifies a seller or maker. Strategic interventions for promoting organisational excellence and business sustainability are indubitable in this highly charged and evolving atmosphere. These interventions require a theoretical platform so that strategists do not rush in where angels fear to tread. The purpose of this paper is to provide that platform and through a theoretical construct equip the strategist to face the constantly evolving market scenario.