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Keywords: Godrej
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2011) 29 (4): 340–352.
Published: 21 June 2011
... that balance. The others fall in what they call the “Brand Identity Trap”. An example to this would be Godrej consumer product's “Cinthol” – the premium soap. This paper studies the same by taking Cinthol as case study. Cinthol is a leading soap no. 2 in India in the premium segment (www.Indiainfoline.com...
