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Brand
and Branding: A Research Perspective
-- Anand Agrawal
There
has been a consistent and continuous evolution of the concepts
of brand and branding both in practice, research, and literature.
This article aims at a wide literature review on brandingwith
a research perspectiveto provide a broad comprehension of
the areas like brand loyalty, brand awareness, perceived
quality, brand associations and brand extensions.
©
2006 IUP . All Rights Reserved.
Maturity
Model for Autonomy: A Step towards Establishing Brands by
Professional Institutes in India
--
U P Kulkarni and J V Vadavi
Quality
of education should be a high priority area in any country.
With several technical institutions coming upbesides the
IITs and NITsin India, there has been a phenomenal change
in the perception of the objective of education. There is
a continuous change in the educational system of our country.
Today, at a time when the system is transforming itself
to a framework that includes the models of autonomy and
deemed university, the time is ripe to discuss whether the
brand names in the educational sector are matured enough
to take the challenges of the educational system. Various
observations of the authors on the existing and expected
maturity levels of various brands in the educational field
are discussed in this article. The authors highlight the
fact that quality depends on the effectiveness of the process
of education, thereby highlighting the importance of `process
maturity' rather than `people maturity', in order to establish
a brand name in the educational sector of India.
©
2006 IUP . All Rights Reserved.
Customer
Equity Management
-- Subhadip
Roy
Contemporary
writers on marketing are emphasizing on the need of a methodology
to compute customer equity, i.e., the return which the company
gets from investing its resources on a customer. The emphasis
is shifting from managing brand equity to managing customer
equity. If this is calculated successfully, it will help
the company in finding out its `profitable customers' for
efficient resources allocation. This article introduces
the concept of customer equity and its basic tenets. The
article also talks about the drivers of customer equity
and the major challenges of customer equity management.
It ends with a note on the options available for the firm
to enhance customer equity.
©
2006 IUP . All Rights Reserved.
Partnerships
and Cause-related Marketing: Building Brands for the Future
-- Aniisu K Verghese
Cause-related
Marketing (CRM) and Corporate Social Responsibility (CSR)
can go a long way in building a reliable brand image and
reputation. While campaigns vary in their scope and design,
the nature of such relationships carry common elements like
synergy, trust and influence. This article looks closely
at some of the key factors that need scrutiny while arriving
at a robust and reputed campaign from the standpoint of
communication, marketing and social responsibility. The
mode of partnerships enables an organization to build loyalty
amongst shareholders, develop strong local and global relationships,
enter new markets, and generate positive publicity. The
source of information for this article is both from primary
and secondary data. Given the significance that companies
place on their corporate culture and how they use their
core values to determine CSR initiatives, it is important
for developing organizations and donorswho want to explore
partnerships with companiesto understand corporate culture,
the history of corporate philanthropy, and core business
values. This knowledge will help frame an exploratory dialog
and set the parameters for what might be possible in a partnership.
©
2006 IUP . All Rights Reserved.
Branding
in a Crowded Market: A 3-D Framework for Commodity Branding
-- Tapan K Panda, Ashish Sadh and Tapas K Panda
The
globalization of Indian economy has changed the competitive
landscape of Indian business. This simple phenomenon is
so pervasive that it has not only brought large number of
products and brand alternatives to the Indian market but
has also significantly influenced the consumption pattern
of Indian consumers. Today, consumers are informed enough
to chose from a basket of alternatives. This has led to
a growing consciousness about health and hygiene; rising
demands for more diverse and sophisticated choices; and
increasing concerns about the origin, quality, and safety
of the product purchased by the consumers. All these have
opened up a great new opportunity for branding of commodities.
For a long time, it was felt that branding commodities was
far too complicated and expensive an option to consider.
However, with the changing times, stagnated markets and
newer opportunities, these perceptions are changing. This
article begins by exploring the basic concept behind the
branding of a commodity. The authors discuss the issues
like the importance of commodity branding, the rationale
behind them and the feasibility of branding different commodities.
Having laid the ground work, the article turns towards some
of the hidden perspectives embedded in the concept of commodity
branding issues like "country of origin", "consumer
evolution", "demand supply equation", "packaging"
and "distribution". The authors propose a 3-D
framework with the dimensions of product augmentation, corporate
image effect and service/delivery augmentation as a basis
for the four suggested commodity branding strategies: Category/Generic
Branding, Strategy of Product Differentiation, Ingredient
Branding Strategy, and Branding of the Delivery Channel.
Finally, the authors recommend a comprehensive three-step
processsegmentation of the market, creating a value offering
through differentiation and delivering the value-added offerfor
the implementation of strategies, for commodity branding.
©
2006 IUP .All Rights Reserved.
Case
Study
Tanishq:
Building a Jewellery Brand
--
Gayatridevi N
©
2004 The IKM. All Rights Reserved.
Book
Review
Word
Craft
The
book, Word Craft, takes us into the wonderful world of creating
and propagating brand names. The author takes up the case
of five millennium brands: Porsche Cayenne, BlackBerry,
Accenture, Viagra and IBM E-Business. Each of these brands
represents the new age industries in their respective segments.
©
2004 Alex Frankel. All Rights Reserved. IUP holds the copyright for the review. |
