The high rise building of  any company or brand fundamentally depends upon two major pillars namely identification of new prospects and retention of the existing customers. If we analyze the dynamics of any advertising campaign, the prime objective is mostly confined within these...

The concept of two way communication has found it’s relevance even in case of branding as interactive branding encompasses the customer and offers due priority to the customer’s reaction also. Here are some excerpts: At times, one needs to initiate the brand promotion...