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Values,
Institution Building and Branding: The Singapore Case Study
-- Low Patrick Kim Cheng
With
the use of interviewing methods, the research highlights
that the leaders and the people of Singapore are embracing
certain values critical for institution-building and the
island-Republic's progress. Singapore can be considered
as a brand, and that brand can be associated with a set
of values that the nation and its businesses subscribe.
With an adapted Confucian heritage, Singaporeans and Singapore
Companies are adopting the values of achievement, sense
of unity/team spirit, learning, efficiency, pragmatism,
father leadership, prudence, and service as the value they
work and live by.
©
2007 IUP . All Rights Reserved.
Managing
the Corporate Reputation Capital and its Impact on the Corporate
Brand in the Indian Context
--
Rajesh Kumar Srivastava and Sumanta Rudra
The
ever-growing importance of corporate reputation can no longer
be undermined by the shining India, which is projecting
double digit growth figures. However, the booming Indian
economy also faces the specter of overheating and the rising
cost of money. And the coming years will pose new challenges
for companies in India and they need to redefine their reputation
capital to maintain their strong equity with the stakeholder.
©
2007 IUP . All Rights Reserved.
Brand
Loyalty: Recipe for Sustained Profitability
--
Sujata Khandai
A
brand is the organization's strongest asset. Successful
brands, which are the focus of coherent blending of marketing
resources, represent valuable marketing assets. A large
amount of power is intrinsically vested in all brands, especially
those which are managed successfully. Brands fly higher
than companies. They have a freedom that functional products
and companies don't have. For a start, brands live in the
hearts and minds of consumers. Brands are strongly linked
by consumers' emotions, since human beings, by nature, are
emotional. They are endowed with a great deal of emotional
depth and richness. When Bavarian Motor Works (BMW) drivers
proudly turn the ignition keys for the first time in the
ultimate driving machine, they are not only benefiting from
a highly engineered car with excellent performance, but
also taking ownership of a symbol that signifies the core
values of exclusivity, performance, quality and technical
innovation.
©
2007 IUP . All Rights Reserved.
Network
Marketing in India: A Study on its Current Trends and Future
Challenges
-- R Subramanian
Networking
is an art; with it great things can be achieved, and without
it even smaller things will become difficult to comprehend.
As a business venture Network Marketing has taken different
nomenclatures— Multilevel Marketing, Retailing, Customer
Centric, and Relationship Marketing, and all these need
to be nurtured, tested and translated in the exact sense
as they should be. But often the concept is misunderstood
and hence the ramifications are many. The negative connotations
are more than the positive understanding of the concept.
This study is undertaken to have a better understanding
of Network Marketing and to understand the perceptions of
the existing customers. Several misconceived notions are
cleared and the positive framework is presented here as
an educative measure.
©
2007 IUP . All Rights Reserved.
Book
Review
Brand
Sense: Build Powerful Brands through Touch, Taste, Smell,
Sight and Sound
-- Author:
Martin Lindstrom
Reviewed
by Arindam Mukherjee
The
book throws light on the role of touch, taste, smell, sight
and sound in generating brand image. The book discusses
about the historic aspects of brand building. It draws a
comparison between the traditional way(2D approach) of branding
vs. the modern way(5D approach) and speaks of a holistic
view of branding. It also showcases how sensory branding
helps in developing emotional engagement which results into
building brand image.
©
2005 Martin Lindstrom. All Rights Reserved. IUP holds the copyright for the review.
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