As brands become larger, the need to reach greater numbers of customers makes them less edgy and dilutes their unique positioning as they try to please everyone. It is therefore not surprising to find such brands go into a few… — Nirmalya Kumar Copy Share Image
Branding is not merely about differentiating products; it is about striking emotional chords with consumers. It is about cultivating identity, attachment, and trust to inspire customer loyalty. Chinese brands score low on attributes such as 'sophisticated,' 'desirable,' 'innovative,' 'friendly,' and… — Nirmalya Kumar Copy Share Image
What the global delivery model allows is, it allows you to take previously geographically core-located tasks, break them up into parts, send them around… — Nirmalya Kumar Copy Share Image
The problem with the mobile industry is that it deals with an intangible service which is largely similar across major players. Most consumers cannot… — Nirmalya Kumar Copy Share Image
You can't be a professor without having been a student. You can't be a consultant without having been a research associate. So, if you… — Nirmalya Kumar Copy Share Image
Process innovation is different from product innovation. It's about how do you create a new product or develop a new product or manufacture a… — Nirmalya Kumar Copy Share Image
Chinese brands will face many obstacles when marketing to Western consumers. Beyond the associations with poor quality and unsound environmental practices, they generally do… — Nirmalya Kumar Copy Share Image
As brands become larger, the need to reach greater numbers of customers makes them less edgy and dilutes their unique positioning as they try… — Nirmalya Kumar Copy Share Image
Branding is not merely about differentiating products; it is about striking emotional chords with consumers. It is about cultivating identity, attachment, and trust to… — Nirmalya Kumar Copy Share Image
The problem often is that aspiring brands wish to be universally loved. Unfortunately, universal love is neither achievable nor desirable. Instead, great brands are… — Nirmalya Kumar Copy Share Image
Haier, a Chinese brand, exemplifies the trend of emerging market companies building brands that are being accepted, if not recognized, by the Western consumer. — Nirmalya Kumar Copy Share Image
Fairly or not, Western consumers associate Chinese products primarily with 'low price.' — Nirmalya Kumar Copy Share Image
