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COVER STORY
Logos and Symbols: Some Myths and Mysteries
-- Shailendra Dasari
Logos and symbols play a major role in creating brand equity and establishing an identity for
a company or its products. Every logo has some subtle messages and symbols that represent
something about the company. Also, in spite of not knowing the hidden meaning of a logo, customers
instantly relate to and recall a particular brand through its logo. Of late, many companies are
changing their logos which entails substantial expenditure. Changing an already established logo should
be approached carefully after considering the pros and cons of such an exercise. This article,
besides unfolding the inherent meaning of logos of some popular brands, discusses the risks and
benefits of changing logos and the impact they have on the end customers.
© 2010 IUP. All Rights Reserved.
BRANDING
Is Cult Branding Possible in India?
-- Varsha Jain
The greatest challenge for marketers today is to create and maintain brand loyalty
among customers. Overcoming these challenges, certain brands, called the `cult brands', have managed
to instill die-hard loyalty in their customers by delivering superior customer experience
everytime. What are the virtues of these cult brands? This article provides insights into the concept of
cult brands and analyzes why this branding concept has failed in India.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Advertising Awards: Recognition for Creativity
-- G Muruganantham and DM Sezhian
Advertising is a highly competitive industry and advertising agencies act as intermediaries
between the manufacturers and the customers to create effective ad campaigns. To recognize the work
done by various advertising agencies, advertising awards are given. These awards are indicators of
the effectiveness of an ad campaign and serve as important acknowledgment of the high
creative standards and achievements in the industry. This article discusses some prominent
advertising awards across the globe.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Celebrity Endorsements: Are They Effective?
-- Vandana Pareek
Celebrity endorsements have long been magic tools in the hands of marketers to attract
audiences, increase brand awareness and recall and come to a company's rescue during any crisis
situations. Celebrities add value to a product/brand. The pros and cons of celebrity endorsement have
long been debated. But a big question remains: Do customers change their priorities or choices
just because a particular product/service is endorsed by a celebrity? Does the presence of a
celebrity really affect consumer behavior?
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Impact of Technology
on Public Relations
-- Manu Sharma
Technology has influenced every aspect of marketing. It has eased processing in the market
by making products/services available to niche/unexplored markets via means of PR and
advertising. But, it has also raised numerous questions about its credibility, authenticity, and return
on investment, impact on business models, accessibility and acceptability of the same at the users'
end. Impact of technology on public relations activities should be judged critically, taking
into considerations all the positive, as well as the negative, aspects of the same.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Telecom Advertising: Lessons from the Competitors
-- Daxay Soni
The Indian telecom sector has become fiercely competitive in the last few years. Many
players began to operate in this sector in the last few years, thanks to the opportunities offered by it.
This phenomenon has also forced the sector to learn the best marketing and advertising strategies.
This article talks about the latest marketing practices adopted by the players in this sector. It
also suggests certain strategies that the players could adopt to become more competitive and successful.
© 2010 IUP. All Rights Reserved.
STRATEGY
Stakeholder Relationship Management: Looking Beyond CRM
-- Ashok Panigrahi
Effective customer relationship management undoubtedly helps an organization satisfy its
customer needs, increases customer retention and optimizes business performance and profitability. But it
is often argued that a company belongs to its stakeholdersits shareholders, customers,
employees and the society at large. While a discontented stakeholder can individually disrupt an
entire organization, a properly managed stakeholder can be the greatest asset.
© 2010 IUP. All Rights Reserved.
CASE STUDY
'Sweet' Truth Behind the Success
of Perfetti Van Melle
-- Pooja Rastogi
Perfetti Van Melle—the name says it all PVM India, a subsidiary of the global
conglomerate, PVM, started its operations in the country in 1994. The first brand to be launched was Center
Fresh, followed by Big Babool and Alpenliebe, and the rest as they say is history.
© 2010 IUP. All Rights Reserved.
CASE STUDY
Job Advertisements in Newspapers: An Analysis of English Dailies
-- Umesh Kumar Arya and Shikha Gupta
The present study was conducted to investigate the pattern of coverage of job ads in two
widely circulated English newspapers: The Times of
India and Hindustan Times.
© 2010 IUP. All Rights Reserved.
RESEARCH
Socio-ethical Issues in Advertising
-- AK Tiwari, Hazel Ruth Colaco and Filipe Rodrigues e Melo
Advertising has become a more insidious and more persuasive part of everyday life because it
is visible and unavoidable. Modern advertising is multidimensional. It is a form of
mass communication, a powerful marketing tool, a means of financing the mass media, a social
institution, an art form, an instrument of business management and a profession. Taken individually
and superficially, ads promote goods and services. This article analyzes the socio-ethical issues
involved in advertising.
© 2010 IUP. All Rights Reserved.
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