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iProspect is set to define a new era of performance-driven brand building: Rubeena Singh
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Will the pandemic-induced shift in consumer-taste see a spurt in brand-endorsements by low-profile performers like Ashwin and Rahane? February 18, 2021, 9:26 AM IST
A journalist who has lived all over India and is now based in Bangalore
Just 12 months ago before the coronavirus became a universal household name, an Indian international cricketer’s brand equity (value) was indubitably enhanced by the glamour quotient. Granted, the high-profile Virat Kohli has for some time been at the top of the tree not just in terms of the number of runs but also the endorsements that came his way in such a stream that all he had to do was screen the ones he wanted and shelve the rest. There was also the glamour quotient of being a young, good-looking persona who was married to a Bollywood star. How much the glamour would have enhanced the brand equity of the hugely successful cricketer Virat Kohli is a question advertising gurus co
Brands may pull back from advertising on Twitter amid company s face-off with government
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Synopsis Brands will have to be very careful now and they will hedge their bets. Companies move away from advertising on the platforms which are under threat,” said brand strategy expert Harish Bijoor. “For every Twitter, there is a Koo waiting in the wings. For the new apps, it is a big opportunity, though they will take some time and traction for the ability to perform with an equal degree of seamlessness as Twitter.
Reuters
NEW DELHI | MUMBAI: Brands are sitting on the fence watching how the Twitter-government face-off plays out, but some may pull back ads from the platform in the coming days fearing backlash amid sustained pressure on it to take down provocative posts and accounts, brand experts and advertisers said.
Budget 2021 needs to give a boost to consumer sentiment: Anand Bhadkamkar
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