Microsign: purpose-driven branding
| dc.contributor.author | Sama, R. | |
| dc.contributor.author | Rajpurohit, Niranjan | |
| dc.contributor.author | Tolia, V. | |
| dc.date.accessioned | 2026-01-23T06:01:41Z | |
| dc.date.issued | 2025 | |
| dc.description | Scopus Indexed | |
| dc.description.abstract | Microsign Products was a pioneer in recruiting specially-abled people. It was founded by Nisheeth Mehta in the year 1978. In 1986, Nisheeth started a social experiment by employing specially abled people to bring them into mainstream business and make them self-reliant. It was an attempt even long before the Persons with Disabilities Act was passed by the Indian parliament in 1995. Over the years, Microsign gained a lot of recognition for supporting diversity, equity and inclusion. The case deals with Nisheeth’s dilemma to rebrand Microsign as a purpose-driven brand. After completion of the case, students will be able to: comprehend the importance of purpose-driven branding in crafting brand image; understand the nitty-gritty of designing brand elements; and assess the nuances of rebranding. | |
| dc.identifier.citation | Sama, R., Rajpurohit, N., & Tolia, V. (2025). Microsign: purpose-driven branding. Emerald Emerging Markets Case Studies, 15(2), 1-18. | |
| dc.identifier.issn | 2045-0621 | |
| dc.identifier.other | https://doi.org/10.1108/EEMCS-08-2024-0356 | |
| dc.identifier.uri | http://103.191.209.183:4000/handle/123456789/960 | |
| dc.language.iso | en | |
| dc.publisher | Emerald | |
| dc.subject | Marketing | |
| dc.subject | Brand management | |
| dc.subject | Corporate social responsibility | |
| dc.subject | Marketing strategy | |
| dc.title | Microsign: purpose-driven branding | |
| dc.type | Article |