Pandya, Bhavin, and Mitesh M. Jayswal. “Leveraging Brand Assets by Understanding Brand Architecture-Imperatives for FMCG Sector for Competitive Edge in India”. Indian Journal of Marketing 39, no. 6 (June 28, 2009): 53–62. Accessed January 20, 2026. https://www.indianjournalofmarketing.com/index.php/ijom/article/view/36995.