A STUDYON CAUSEAND IMPACTOF RE-BRANDINGIN TELECOMMUNICATION INDUSTRY WITH REFERENCE TO AIRTEL

  • Dr. Sarit Prava Das Dean - ITM Business School, India
  • Prof. Shatabdi S Das Lecturer – ITM Business School, India
Keywords: Global Satellite Mobile (GSM), Branding, Rebranding, Brand Equity, Customerloyalty

Abstract

Competitor pressures, plummeting sales revenue and outdated marketing strategy are some reasons behind a company’s need to reposition itself and remain financially viable. India's telecommunication network is the second largest in the world based on the total number of telephone users (both fixed and mobile phone). It has one of the lowest call tariffs in the world enabled by the mega telephone networks and hyper-competition among them. This research sought to know the impact of rebranding on the loyalty of the network’s subscribers and the general attitude of the People towards branding in the telephony business. A survey was carried out on subscriber attitude towards Airtel as a result of the multiple rebranding through which it emerged

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Published
2018-05-31
How to Cite
Das, S. P., & Das, S. (2018). A STUDYON CAUSEAND IMPACTOF RE-BRANDINGIN TELECOMMUNICATION INDUSTRY WITH REFERENCE TO AIRTEL . International Journal of Engineering Technologies and Management Research, 5(5), 76-92. https://doi.org/10.29121/ijetmr.v5.i5.2018.229