Mithun S. Ullal, Iqbal Hawaldar, Vishal Samartha, Suhan Mendon, Anantha Padmanabha Achar

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


Purpose – All efforts of marketers are aimed at building brands. But there is no fixed formula to build a brand in Indian market. The purpose of this study is to identify the attributes that has the power to position the product in the Indian youth’s mind as a high-value brand and influences their buying behaviour. Design/methodology/approach – The research is empirical in nature and data has been collected through focus group interview on the sample picked from North, South, West and North Eastern region of India. Findings – The study prove that the brand value is an integrative effect of Good looking, high class, original, popular, iconic and subcultural elements in Indian market that which distinguish high and low-value brands. These elements vary but are closely knit together forming a higher-order structural model of brand value. Research limitations/implications – The direction for future research and limitations of the study are presented. Practical implications – The study provides the roadmap to managers as to how to build a high-value brand in Indian market. The study will be helpful to the companies in designing their marketing programs to establish them as a high-value brand and will also benefit the companies with low brand value in repositioning their brand as a high-value brand. Originality/value – The available literature agrees that high-value brands are associated with narcissism, pleasure, excitement and youthfulness which make a brand succeed but these studies are lacking in defining these characteristics clearly and hence the concerns of high-value is unanswered. Under this study these gaps in literature are addressed.

Original languageEnglish
Pages (from-to)1-18
Number of pages18
JournalAcademy of Strategic Management Journal
Issue numberSpecial Issue 2
Publication statusPublished - 2021

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management


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