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Keywords: Regional brands
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Case Studies
Reinventing and reimagining umbrellas in Kerala – an epic showdown
Available to Purchase
Case Provider:
The CASE Journal
The CASE Journal (2025) 21 (5): 1212–1223.
Published: 06 March 2025
... in marketing or organization theory and can be adapted for introductory marketing courses (BBA/MBA) focusing on regional branding and marketing mix. In a world where global brands such as Coke vs Pepsi or Puma vs Nike dominate competitive narratives, few would expect a fierce rivalry between two umbrella...
