Brand and Economics–A Bird’s Eye View

Abstract

Branding is as old as civilization; it existed from ancient times and has been indispensable for every type of organizations
especially commercial and industrial one. The topic of brand economics is very vast and challenging. The technology is changing
at an amazing speed which shortens the product life cycle and makes the existing products obsolete very fast. The innovation in the
existing products, phasing out the outdated products and introduction of new products is an ongoing process and will continue as
long as there will be human life on the earth planet. Architecture of new brands, refurbishing the existing brands, merging of brands
due to mergers and acquisition, withdrawal of old brands due to closures etc, will keep all the marketing managers on their toes.
Further there is a very big scope for brand economics for the public sector as the cut throat competition will be getting tougher and
tougher and may even go to the level of massacring the products and brands mercilessly. The Article is divided into two parts, part
one deals with Genesis, fundamentals, and general aspects, and part two is devoted to the scenario in public sector which is a vital
organ of Indian economy.