The curious case of corporate brandsNew
Building a corporate brand other than based on a family name is a different challenge. We have seen in India over the last 2-3 decades the emergence of successful corporate brands built out of a single business with a product/business brand that does not mention a family name. Some of them rose above their origins by reducing themselves to a set of alphabets. Slippery and nebulous and constantly reminding you of the six visually impaired men and an elephant, brands are an alluring field of exploration, especially corporate brands.
