Purpose – The end‐state of marketing is the creation of a lasting bond between the consumers and the offered brand. In view of the growing competition in the market, a never‐ending brand war can be witnessed that attempts to destabilize the consumer‐brand bonding. To ensure a long‐run...

Purpose – Operating as a commodity disables the scope of differentiation. In turn, the organization becomes vulnerable to competition. A strong brand ensures the selling company to get premium prices and in the best case rejection of competitive products by the buyers. Branding was often seen...

The present paper examines the importance and limiteations of insurance in the context of risk management. The state of insurance in India has also been studied along with a detailed analysis in search of the objective of insurance. The need for differentiated offer and customized pricing in...