TY  - GEN
AU  - DUBEY, JAYASHREE
AU  - GEORGE, BABU P
TI  - Rebrnding @ Airtel: An analysis
PY  - 2013///
KW  - BRAND MANAGEMENT
N2  - The competitive challenges being faced by telecommunication service firms are constantly on the rise. As a result, not onley their day to day operational plans but also the marketing tactics and stratgies need frequent revision. Rebranding has become an important strategic tool by which these firms manage their customer perceived brand image. Airtel, which is India's leading telecom company, has undergone a massive rebranding exercise to create a uniform global identity
ER  -