Brand Equity

The Anti-wrinkle Formula for Brands


The famous Posh Spice, is quoted as saying, “Right from the beginning, I said I wanted to be more famous than Persil Automatic.” And as Jeremy Bullmore of WPP commented, it was very astute of her to choose UK’s best- known washing powder as her benchmark of fame. Indeed it has been suggested that brands are the real celebrities.....

Asia – A Market Mosaic


As Asia becomes the new growth engine for the world economy, most companies are looking to the region for business. It would, however, be inappropriate to treat Asia as one homogeneous region. A broad segmentation by ASEAN countries, Japan, India and China might.....

Of Symbols, Rituals and Heroes


According to John Naisbitt, in this era of globalisation, the more universal we....

NLP and the Brand Fingerprint


We have all heard of brand persona, personality and image. These are perceptions of brands built through multiple touch points between the consumer and the brand. However, Neuro-Linguistic Programming (NLP) allows us....

Where have All the Women Gone


Overheard a male colleague making this comment the other day – “Why this brouhaha....

The Rise and Rise of Asia


Ian Davis, worldwide managing director McKinsey & Company, in his piece in Financial Times, London says that the world of 2015 will be a different place in which to do business from the world of today. He gives us five trends that will shape the business landscape;

The Invisible Global Market


According to Kenichi Ohmae, one can draw a map of the world based on....

The Consumer – A Moving Target


In the recent elections, the Indian electorate gave their mandate - totally unexpected...

Trendwatch


We all know that things are changing at an accelerated pace and we....

The Power of Eve


When Chairman Mao said, “Women hold up the half the sky”, he was setting....

The Big Issue


What do you think is taking up a lot of time of manufacturers the world over?...

Brands Unlimited


I was in New York recently and looking for a good cup of coffee. As you know every shop in NYC is an eatery, but I could not get my cup of coffee, the way I like it. I hunted for Starbucks as no other Cappuccino would do for me. ....

What Brands Can Learn from Tulsi and Parvati


India is undergoing a change that is perhaps unprecedented in its own history as well as....

Understanding the Consumer of Tomorrow


Two things go into making India unique - a high growth rate outpacing other global...

Education and the Idiot Box – Guest Column


Sesame Street, an American television programme made history in the late 60s. Its aim was to use television to help children, particularly from low- income households, prepare for school.....

Beyond Proposition To Attitude – Guest Column


This week the column is dedicated to brands that became icons, brought about...

The Fountain of Youth


There was a time, not so long ago, when we were bemoaning our country spilling at the seams with 1 billion people. Today that has become our biggest blessing. In fact that has become a single most important feature for almost all developing countries.

Celebrities and the Vampire Effect


Historically, celebrities were used by a handful of brands - Lux is a name that springs to mind. In the last few years, with growing incomes and the opening up of India, many new product categories have emerged which are more lifestyle related.....

Of Big & Small Screens


Before the Cable & Satellite era, films were like a messiah for the Indian public. They...

Archtypes and Brands


Effective marketing means linking the deepest motivations of consumers with product meaning. And this link comes from an understanding of archetypes. An archetypal product identity when created.....

Branding Dreams


With increasing brand proliferation, media clutter and noise, marketers are always exploring new avenues to promote brands. One such opportunity is product placement in feature films. ....

Semiotics


Ever wondered how you always know just when the hero and heroine are going to break into a song or how the change in the music beat prepares you for ‘murder, mystery and suspense’. Surely you know .......

New Age Consumer


You are probably aware that McDonald’s is closing down many of its stores. The consumers have once again exercised their choice. Most marketers are always aware of the ‘make and break’ power of the consumer.....

Hybrid Consumer


In their book, Convergence Marketing, Jerry Wind and Vijay Mahajan argue that at the end of the 90s, marketing was taken up by the dominance of Internet marketing with a cyber consumer and the death of traditional marketing. But the cyber consumer was,....

Transactional Analysis and Advertising – Guest Column


Consumer is king- was never more true than it is now. As marketing gets more and more consumer-centric, there is a greater need for consumer understanding. Yesteryears’ tools used by market research for exploring consumer behaviour and attitudes are not adequate anymore. There is a need for an eclectic approach by ........

Form vs Function: Design, Emotion and Profitability


This issue is about consumer choice and decision making. How do, for example, consumers decide between a better looking product versus just a plain albeit a functional one?

Rx for Market Research – Guest Column


It is easy to see why some people think marketing research is ailing. Companies such as Sony, Chrysler, and Compaq, successfully “ignored the customer” to create the WalkmanTM, minivan, and PC network servers. Others listened to customers and created such flops as New Coke.....

Stretch Up, Stretch Down or Take a U-turn – Managing Brands


With marketing in transition, the old ways of doing things is becoming dated and ineffective. Among several challenges posed, here are two big ones and some of the ways in which companies are responding to them. The challenge of polarization – Across Europe and the United States, markets....

Modern Retail – Advantage Consumer


Retailing is big business globally. 10% of the world’s billionaires are ...

Dragon and the Mahatma


If there was anything that came across loudest and clearest at the World....

Country in Transition


According to the BRIC report by Goldman Sachs, over the next 50 years, Brazil, Russia, India and China – the BRIC’s economies- could become a much larger force in the world economy.....