‘Authenticity is an attribute that is becoming more critical for brands in all spaces’

“In the financial services category, trustworthiness is the price of entry. Expertise, knowledge and service are key augmented attributes people seek. Trust came to us naturally by dint of the actions this firm took time and again… Expertise is an attribute people do associate with the Kotak brand,” says Karthi Marshan, Executive Vice President & Head – Group Marketing, Kotak Mahindra Group.

e4m by exchange4media Staff
Updated: Sep 24, 2011 7:58 AM
‘Authenticity is an attribute that is becoming more critical for brands in all spaces’

“In the financial services category, trustworthiness is the price of entry. Expertise, knowledge and service are key augmented attributes people seek. Trust came to us naturally by dint of the actions this firm took time and again… Expertise is an attribute people do associate with the Kotak brand,” says Karthi Marshan, Executive Vice President & Head – Group Marketing, Kotak Mahindra Group. More

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