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Development Program on Stategic Brand Management 19^th December 2008

Creating a true brand is one of the most powerful things any organization can do to enhance its “power of Image”. Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, enhance and protect brands. Successful brands command a price premium and elicit much loyalty. Dayananda Sagar College of Management and Information Technology (DSCMIT) conducted a Development program on 19-12-2008 to give additional inputs to the participants which helps them in enhancing the subject knowledge.

The objective of this program was to increase both their understanding of basic principles and their exposure to classic and contemporary branding applications. The chief guest of the program was Mr.C.Ravi kumar,Head-HR,Strides Arco-labLtd, Bangalore. Mr.Ramanujam Sridhar,CEO-Brand-comm,spoke on the topic “Creativity in Branding”. Mr.V.Narayanan, Syndicate Bank delivered on the topic “Brand and Bond”and Mr.Arun Prabhu ,CEO,Intouch analytics,Bangalore spoke on the topic “Effect of relationship initiatives on brand choice.

In spite of many colleges being busy in examination work, inspection etc, fourteen colleges participated very enthusiastically in the development program. The program received good response and participants gave very good feedback on the contents and the way program was conducted. The participating colleges are as follows:

• Mangala Institute of Management Studies.
• MS Ramaiah Institute of Technology
• T.John Business School
• Nitie Meenakshi Institute of Technology
• Al-Ameen Institute of Management studies
• BN M School of Management studies
• Surana P.G.centre
• R.V.Institute of Management
• JSS Academy of Technical Education
• RJS Institute of Management studies

 

Director Speech

Branding has been around for centuries as a means to distinguish the goods of one producer from those of another. In fact the word brand is derived from old Norseword brands which mean “to burn” as brands were and still are the means by which owners of livestock mark their animals to identify them.

Goods from India dates back to about 1300 B.c Definition (Mangalore Tiles, Spices) name, term sign, symbol or design or some combination of these elements. Brand is anything that can be offered to a market for attention, acquisition use of consumption that might satisfy a need or want. The product may be goods or services, person, teacher, organization place or idea.

• Interfacial phenomena, Individual, team organization, industry country
• Brand management demographic profile changes (wall green, walmart) like age etc.
• Multiple producers

Strategic Brand Management – Criteria of Brand Elements

Memorability	Blue Rhino with yellow flame Dog
Meaningfulness	Meaningfull persuasive Detol people places general animals information specific information
Likability	Mountain dew
Transferability	Amazon, Ganga
Adaptability	Agilent samskrita meritor
Protectability	Legal protection
Formalized document	charter for the company, updated annually

• Tracking surveys assembled into report
• Senior management to be assigned with the job
• Consumer based brand equity

In fact the principles that you are going to learn during the programme may be extended for branding the individuals as well as institutions while interfacing with competing, dynamic and demanding external world.

It is a fact that the information possessed by an MBA student of an average B-School Today is much greater than the information that was possessed by any eminent professor of premier B-Schools such as IIM’s 8 years back. Hence, due to explosion of information the awareness levels among the present day management students is very high. Therefore the faculty of a B-School needs to be on his/her tenterhooks to satisfy the demanding students. Further, though the information is exploding, it is not getting converted into meaningful knowledge and later on into insightful wisdom. Against this background, the present Faculty Development Program on a contemporary issue such as “Strategic Brand Management” will be of very high relevance.

Strategic Brand Management Uses the design and implementation of marketing programs and activities to build, measure and manage brand equity. Before we review some guidelines for strategic brand management, let’s briefly summarize – one last time! – the customer-based brand equity framework.

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