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As a brand, Rahul hasn't taken off'

Good brands are all about clarity consistency and credibility. How does Rahul Gandhi score on these fronts as he wades into his biggest test yet? The verdict is not very flattering, despite his recent speech in Phulpur that surprised many for its stridency. Those in the business of brand-making say the Congress heir-apparent has miles to go before he can be considered a solid brand in the business of Indian politics. "Rahul is a product which people are trying to make into a brand," says Mithileshwar Jha, professor o f marketing, IIM-Bangalore . "A brand should have a clear franchise. We don't know enough about Rahul. Who is his audience ? Is he a socialist or a marketfriendly person? 

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