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COVER STORY
A Discussion on Different
Perspectives of Emotional Branding
-- Vikram Kapoor
Companies, in view of the seismic changes occurring in the business world and in the way
consumers are making their purchase decisions, have realized that facts and rationality can move
customers only when they are wrapped up in emotions and have profound personal relevance that can
transform them. This discussion between four friendsa brand manager, a philosopher, a
psychologist and a market researcherbrings forth different perspectives on `Emotional Branding' and
the plethora of complexities and ontological issues associated with it.
© 2010 IUP. All Rights Reserved.
BRANDING
Six Essential Elements
of Institutional Branding
-- Venkatesh Raman and R Mohan Kumar
In today's competitive world, educational institutions should focus on building their own
strong positioning statements and sound value propositions to sustain against competition. It is pivotal
for institutions to create a compelling branding framework in a systematic way to deliver and
fulfill their brand promises. This article focuses on the six essential brand components of
institutional branding efforts and also the inter-relation between those elements.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Do Companies Need to Spend
on Advertisements or Sales Promotion? : A Review
-- Ashok Kurtkoti and Anand Apte
One of the most common and also difficult decisions confronted by companies is whether to spend
on advertisements first or to launch the product first. Also, there are situations where the company
has to change consumer perceptions/behavior through advertisements. However, the company will
have to decide whether to go in for advertising or sales promotions depending on the type of the
product, competition and affordability.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Advertising During the
FIFA World Cup 2010
-- Tathagata Ghosh
This article describes how advertisements played a huge role in promoting the FIFA World Cup
2010 across the globe, especially in countries like India, where cricket has always remained the
viewer's ultimate choice.
© 2010 IUP. All Rights Reserved.
PERSPECTIVES
Transforming Consumer Behavior in India : Challenges and Scope
-- Priyank Azad
In an era that is known for being customer centric, a detailed and thorough understanding of
the customers is one of the pre-requisites to survive and be profitable. However, in the past few
years, the Indian economy, most arguably, has witnessed a very tough time. In this scenario, the
Indian retailers are initiating different types of strategies to attract the customers and bring back
the sector on the growth track.
© 2010 IUP. All Rights Reserved.
PERSPECTIVES
Viral Marketing : To `Spread' the Film
-- Manash P Goswami
Viral marketing, the electronic equivalent of word-of-mouth marketing, is one of the most
popular and cost effective marketing techniques. Today almost all big and small corporate houses are
using viral marketing to circulate their brand messages. The popularity of viral marketing can be
attributed to its easy execution at a relatively low-cost. Bollywood, too, has begun to use this technique
to create a buzz about their films, reach out to the audiences and woo them to the theatres.
© 2010 IUP. All Rights Reserved.
PERSPECTIVES
Rebranding : A Strategy to Beat the Recession
-- T Sarathy and Shilpa Gopal
Rebranding is an effort used by companies to infuse new life into their image. It is generally
opined that a decline in the economy and its subsequent recovery can be a perfect time to reposition
a brand. The rebranding process will help the company to showcase its strength, flexibility and
send out signals of an active and thriving business. This article focuses on the changing branding
scenario and rebranding strategies adopted by companies.
© 2010 IUP. All Rights Reserved.
PERSPECTIVES
Creativity : Offbeat Thinking
-- Vijay Shah
Everyone is creative. However, it still remains an enigma to many of the people. It is an attitude to
initiate a change to quench the thirst of the consumers who always welcome a change.
Creative people exhibit an ability to go off the track. Creativity is nothing but unusual thinking.
© 2010 IUP. All Rights Reserved.
CASE STUDY
McDonald's in India : Reaching Out to the Customers with McDelivery
-- R Naga Sandhya and Syed Abdul Samad
The case study analyzes McDonald's India's operations and the existing distribution system of
the company. It also looks into the web-based delivery model and the challenges of the same. It
provides scope to analyze whether in a fast food industrywhere quick service and convenience
for customers are prioritiesthe web-based distribution model can satisfy the customers as well as
the fast food chains (in terms of sales and revenues).
© 2010 IBSCDC. All Rights Reserved.
RESEARCH
Ad-Dharma or Adharma : Lessons from the Bhagavad Gita
-- Nikhil K Mehta
This study revisits certain Indian advertisements from the realms of eternal lessons based on
Eastern philosophies (Srimad Bhagavad Gita). The changing business paradigms and increasing
competition, has forced marketers to adopt different `unrighteous' strategies in a bid to sell their
products. The article lists certain advertisements that can be categorized under the group of being
righteous and unrighteous.
© 2010 IUP. All Rights Reserved.
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