1.1 Introduction
In the time of Liberalization, Privatization, and Globalization (LPG), organizations are
experiencing cutthroat competition for their existence and sustenance. This is forcing
organizations to be more innovative and proactive in their business operations, thus,
brand promotion plays a vital role in creating sustenance and having a competitive edge
in their operations. According to conventional wisdom, branding is for external
communication which aims to influence potential and prospective customers. But, this
approach to branding is too narrow, especially, when a company desire to frame an effective
business strategy its employees should also be motivated for the successful implementation
of marketing plans. In the era of turbulence, organizations are compelled to change their
need, preferences, taste, trend, and competition strategies according to their customers and
competitors