Brand makeovers are a high stakes game: Prof. S Ramesh Kumar,

With years of expertise at the intersection of marketing and consumer behavior, former IIMB faculty Prof. S Ramesh Kumar, Marketing area, writes about the delicate balance of authentic storytelling, a strong set of core values and a strategic customer-centric approach when recalibrating customer perception in his latest article ‘Brand makeover: repositioning in a dynamic environment’, for ET’s Brand Equity.