How does a legacy brand like Wipro reinvent itself?

The IT major is donning a new face for the changing times, says Ayan Pramanik. IMAGE: Azim Premji, the septuagenarian chairman of Wipro, hinted earlier this year that the company that has been......

How does a legacy brand like Wipro reinvent itself?

The IT major is donning a new face for the changing times, says Ayan Pramanik. IMAGE: Azim Premji, the septuagenarian chairman of Wipro, hinted earlier this year that the company that has been......

i-Shakti's brand dilemma

Tata Chemicals launched the i-Shakti brand six years ago for its low-cost “solar-evaporated” salt for rural customers. In 2010, the company decided to extend the brand equity of......

Indian Hotels' four-brand strategy for success

The Indian Hotels Company, owned by Tata Sons, recently launched a new brand, Vivanta by Taj, in the upper upscale segment. The brand covers three new hotels in Bangalore, Goa and Maldives and 16......