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    HomeNewsOpinionMarketing musings: How to put a commodity in a brand's clothing

    Marketing musings: How to put a commodity in a brand's clothing

    Commodities such as cement and fertiliser don't lend themselves easily to being branded. But, there are ways of doing and getting it right can mean winning consumer loyalty

    Sandip Ghose
    December 27, 2022 / 12:36 IST
    The product is imported and is being distributed by a leading fertiliser marketing company. Ordinarily it would have been sold under the company’s own brand name.
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