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BRAND IDENTITY AND FOUNDER DEPENDENCE IN INDIAN DESIGNER LABELS: A MULTIPLE-CASE STUDY
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Author(s):
DR. SANJAY KUMAR, DR. RAJEEV MALIK
Vol - 17, Issue- 10 ,
Page(s) : 66 - 79
(2026 )
DOI : https://doi.org/10.32804/IRJMSH
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Abstract
Indian designer labels draw much of their meaning from the person who founded them. This paper asks what actually carries a designer brand's identity, and how that carrier shapes positioning, differentiation and extension
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