000			00913npc a2200169Ia 4500
008			140613s2013 xx 000 0 und d
060			_a658.827
100			_aDUBEY, JAYASHREE
245			_aRebrnding @ Airtel _bAn analysis
260			_c2013
300			_a65-73
520			_aThe 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.
653			_aBRAND MANAGEMENT
700			_aGEORGE, BABU P
773			_oP14781 _nM _933681 _011236 _tIUP: JOURNAL OF BRAND MANAGEMENT
942			_2ddc _cARTCL
999			_c11715 _d11715