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Post Event Press Release Day II The first half of the day 2 of the National Brand Seminar at IIMK started with scintillating presentations by faculty and students of various B-Schools across the country. The second half started off with a speech by Prof. Dr. A. H. Kalro, Director IIMK in which he talked about building IIMK as a brand. He stressed on the importance of building powerful brands in the Indian market. The next speaker of day 2 was Mr. Sandeep Budhiraja, Associate Director, AC Neilson talked of brand positioning and principle FRED: F for familiarity, R for emotional/functional relevance, E for esteem and D for Differentiation. He stressed the importance of brand vitality and that brand stature alone is inadequate for pulling up the brand. L. Raman, Head, Mudra, Bangalore spoke of how people like Sachin, Amitabh and Saurav are strong brands in themselves. He shared his experience of the successful launch of Peter England as an aspirational product for the middle class consumer. Mr. Pran Chowdhury, Ex-Chairman, Trikaya Grey stressed the importance of test marketing a brand before its launch and about finding the dormant needs of consumers that it caters to. In his opinion word of mouth remains the best advertisement for a brand. Ms. Neha P. Shah, CEO, Mercantile Advertising talked about the various financial products which are being advertised in Indian market. She emphasized the fact that the consumer for a financial product as well as an FMCG product remains the same. Ms. Ashwini Deshpande, Director, Elephant design stressed that design stage comes before developing a brand and the importance of looking into the cultural aspect before designing of a brand. Contributed by: - |
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