S/M/312. Master's Dissertation. Building Successful Brands

The dissertation investigates the role of brands in business. The review of literature touches on the theory of marketing, the history of brand evolution, consumer behaviour towards brands, types of branding strategies, etc. A study of branding policies is conducted using the examples of two Indian companies, an automobile company Maruti Udyog Limited (MUL) and a FMCG (fast moving consumer goods) company Dabur. Competitive strategies of both companies are analysed and evaluated. Conclusions are made about the importance of a corporate brand image for the company's success.