G-Branding: Lessons for Value Based Management from Key Figures of Archaism

Abstract

Customers expect organizations to deal with cultural alienation. Cultural alienation emerges as the most important psycho-social factor. The other important factors are trust and transparency, quality of products and services, comparative evaluation by customers, appeal of Gandhian semiotics, and ability to create synergy with evolution in demands. The present study tries to explain the above through the model of G-Branding. This study is based on the discourse analysis of key figures of archaism - popular figures, traditional communities, and cities.