A brand is a human perception and perception cannot be created it can only be influenced. It is people who created brands, and brands make promises. Most people think a brand is a logo. A brand is not a logo, it is the experience and your perception of that experience. Even if there are no …
Category: Brand Management
GSK planning to launch its rural drink
Chennai, Oct 6 (IANS) GlaxoSmithKline Consumer Healthcare will decide on its rural drink, Asha, after reviewing the results of the test marketing activities in Andhra Pradesh and Karnataka. 'Asha is targeted at the rural market. It is being test marketed in Andhra Pradesh and Karnataka. We will review the test market results and take a …
I love you Rasna
In 1970's, people used to have sqashes in their freezers and they used to serve it chill to guests at home. A large amount of the squash is Sugar, which accounts to sixty percent of the cost. So, a keen observer thought of transferring the sugar costs to the end consumer and deliver the product at a very cheap price …
Should Kodak create a new brand ?
Kodak reminds the consumers of the small yellow boxes of film. The consumer doesn't perceive the latest digital technologies when he sees the image of Kodak. It is because Kodak had too much success in the era of the non-digital photography market. Its success began to become its failure. As Kodak is so successful with its own formula, it was dithery in its decision …
The Idea behind !dea
In mobile telephony services, big brands really matter. Bigger brands have the muscle to cover large geographical area, and provide better connectivity at lower prices. As the mobile market matures, with the advent of wireless services, the big brands like Airtel, Vodafone and the likes of Reliance will dominate the market and smaller players will …
Notice the change in Fair & Lovely
Fair & Lovely is a fairness cream of Hindustan Unilever. It is a 1,100 crore brand from the FMCG giant and is one of the largest selling brands in the world. So, what is the big deal about it? The big deal is: Fair & Lovely is going to change its position in the market from …
A Brand is a human perception.
Perception may happen in many ways, communication is just one way to perceive something. The difference between perception and communication is: Perception is the subjective feeling that comes as a result of the objective communication. Communication is objective, whereas perception is subjective. Perception depends upon various factors such as background of the individual, psyche, economic …
Marlboro Friday
The Marlboro Man is an iconic symbol of American Marketing and Brand Management. The 'Marlboro Cowboy' is one of the most brilliant advertisements ever made in history. The Marlboro Man conveys freedom, attitude, charm, and masculinity. He is the cowboy of the world and his allure helped Marlboro outsell its competitors by almost three times. But, as we all know, …
Brand Equity Models
Brand Equity is measured based on how well the brand is recognised and favoured over its competitors. It is the added value endowed on products and services. The value-addition may be reflected in the way consumers think, feel, and act with respect to the brand as well as in the prices, market share and profitability …
Brand Licensing
Brand Licensing is a strategic relationship between a brand owner (licensor) and a manufacturer (licensee) in which the licensor grants the licensee the right to manufacture and distribute specific products or services under the brand name. For example, Timex Group has recently acquired license from the International Cricket Council (ICC) for launching merchandise using the …
Kellogg’s in India
Kellogg's cereals were consumed around the globe with around 40% of the US ready-to-eat market. Kellogg's had over 20 plants in 18 countries worldwide, with yearly sales reaching above US $6 billion. However, Kellogg's was under pressure with competition from General Mills and other close rivals. The cereal industry had been stagnant for over a …
Why Oranjolt failed?
Rasna Limited is one of the leading soft drinks companies in India. The Rasna advertisement is as mouth-watering as the drink itself. We will discuss about Rasna's experiment of a new drink outside its niche segment. Given the threat of foreign competitors, Rasna was pressed to do something new. Rasna launched a drink called 'Oranjolt'. …
The Advertising Train
Each time you hear a start-up story, you will say 'Shit!! I got this idea some time back'. If this happens to you, don't worry you are not alone. This happens to all those wannapreneurs. We all travelled in Indian Railways, and at some time of our travel we all checked out some ads like …
Online booksellers in India, Flipkart leading the way
Flipkart is an ecommerce website which sells books in India. It was setup in Sept 2007 and it has over 400,000 titles with a whopping 5 million monthly uniques, and a new round of cash from Accel in the bank. If you are an avid book reader there is a good chance that you have …
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