o branding strategy lasts forever. For proof, look at Asian Paints, one of India�s most admired marketing companies which is also one of India�s largest spenders of the advertising rupee. In 2003, it spent more than Rs 35 crore. The dominant player in its business, Asian Paints has altered its emphasis from umbrella branding to sub-branding and then back to umbrella branding over the last dozen years.

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