Bank of Baroda Clinches the Prestigious SPJIMR Marketing Impact Award 2007

Bank of Baroda Clinches the Prestigious SPJIMR Marketing Impact Award 2007

The jury panels in the last two years included eminent personalities like Mr. Santosh Desai (McCann Ericsson), Mr. Kal Sundaram (GSK), Mr. Pranesh Misra (COO, Lintas India), Mr. Harish Bijoor (Consultant), Prof. Abraham Koshy (Marketing Professor, IIM Ahmedabad),

Prof. Kulkarni (SPJIMR), Mr. Thomas Puliyel (President, IMRB), Mr. Bhaskar Das (Bennett Coleman & Co.), Prof. Sharad Sarin (XLRI), Mr. Partha Rakshit (AC Nielsen ORG-MARG), Mr. Ramesh Thomas (Equitor), Prof. Harsh Mohan (SPJIMR), and Prof. M. S. Rao (SPJIMR) among others.

The day-long event began with the lighting of the lamp by Mr. Kiran Khalap of Chlorophyll, Mr. Nehal Medh of Ipsos, Mr. Ranjiv Singh of Microsoft, the Director of SPJIMR, Dr. Rajan Saxena and Prof. Ruppal Sharma of SPJIMR. Speaking during the inaugural address the Director, Dr. Saxena emphasized on the evolving significance of marketing effectiveness.

Mr. Kiran Khalap, CEO, CFO, Chlorophyll, spoke at length about the future of branding and role of marketing and the transition of branding from the 19th century branding of trade marking and ownership to the 20th century branding revolving around advertising.

Commenting on some of the recent uses of advertising in branding, namely Coke and the Blind Test, Mr. Khalap spoke about the Research and Society for the Real Thing formed in 1985 by Coke and the concept of 'brand ownership' being passed on to the consumer. He said that the product might belong to the manufacturer but the psychological owner is the consumer. Yet another important example of branding was the one adopted by Sahara Airlines and the successful 'Emotionally Yours' tag-line.

Mr. Khalap said that for the 21st century, branding will be equated to 'keeping a promise', a pact, with all the stakeholders, something that remains unchanged with time and today a brand is owned by the manufacturer as well as the stakeholders. He also spoke about the true meaning of brand loyalty being the loyalty of the product or rather the loyalty of the brand to itself. Other examples that he used to illustrate this role of branding included that of Body Shop, Zara's Democratization of Fashion Strategy, Barista, Starbucks, Abbey Bank and Cadbury's 'Taste of Life' Campaign.

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Contributed by -
Meghana Kedar (Campus Associate),
PGDBM, Batch of 2006-08,
S. P. Jain Institute of Management & Research, Mumbai.

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