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‘The challenge for any new brand is to establish itself in a cluttered environment’

21-August-2009
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‘The challenge for any new brand is to establish itself in a cluttered environment’

“While one can look at rationalising spends, one should not switch off the engine as it will become more difficult to revive it when the economy picks up. Also, a key point to note is that in the current scenario, a brand can demand a greater bang for its buck. A brand can get good deals from most media houses,” says Pradeep Pandey, Director - Branding & Communication, Aegon Religare Life Insurance.

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