tag:blogger.com,1999:blog-61597631145315558132024-03-05T09:19:57.058-08:00Brand Management by a RookieAparnAhttp://www.blogger.com/profile/08258188753713338217noreply@blogger.comBlogger5125tag:blogger.com,1999:blog-6159763114531555813.post-29027119154583964432013-01-10T09:44:00.000-08:002014-04-29T09:45:36.236-07:00Marketing Jargon Buster<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: Times, Times New Roman, serif;">Notorious for
their in-terms, marketing execs need a good de-jargoning. Let me do the
honours.<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Add your own bits
of jargon-busting down below in the comments section - the more confusing terms
we can all demystify together, the better life in business will be.<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;"><b><span style="color: purple;"><u>The Daily Babble
- </u></span></b><o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Concept: idea<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Ideation: coming
up with ideas<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Brain dump: the
act of throwing down all thoughts and ideas very quickly with no rationalisation or quantification - usually takes place within a brainstorm<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Leverage: a hybrid
of influence and effectiveness, as in: "The brand has great leverage with
teenagers"<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Activation:
simply put, bringing to life a marketing programme - the plan is 'activated'
once it's been created<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Execution: how
well a campaign was carried out, as in: "Have you seen their new ad?
Interesting concept, abysmal execution"<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Pesterpower: the
harnessing of children's ability to annoy their parents into making a purchase
or carry out a desired action<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Positioning:
Perhaps best explained with examples: BMW is "the ultimate driving
machine"; whereas Volvo is known as the car for people who are
safety-minded. These are two very different positioning.<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">SEO / Search
Engine Optimization : So-called
"on-site" search engine optimization is the process of writing and
coding a Web site so that it will appear – especially, place well – in the
search engine results pages (SERPs) for specific terms, or "keywords
phrases." SEO is also used to refer to "off-page optimization,"
which is the process of building incoming links to a Web site, however that is
really part of Internet marketing and social media marketing rather than SEO.<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Below the line
(BTL): advertising that encourages the consumer to respond somehow (getting
into a dialogue with them) - getting them to click a link or post something
back or make a call, for example - such as much direct mail, Internet ads that
want consumers to click on them<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Above the line
(ATL): advertising that delivers brand messages to the consumer that doesn't
aim to start a dialogue with the consumer and is not interactive - such as
billboards, TV, radio and a lot of print ads<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Through the line
(TTL): a mix of above the line and below the line advertising<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Integrated: a
mixture of all or many different types of advertising for one campaign<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Experiential: a
type of marketing that creates an experience (such as an event, ) that the
customer takes part in, with the purpose of creating a stronger emotional
connection with a brand<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Generation X: the
teenagers and people connected to music, pop and social movements between the
mid 80s and mid 90s, typically born between the mid 60s and mid 70s<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Generation Y: the
generation dependent on digital technology, typically born in the early 80s
onwards and coming of age between the mid 90s to mid 00s<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Generation Z:
today's kids, born from around 1995 onwards<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">MTV Generation:
somewhere between Generation X and Generation Y<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">Generation O:
recently coined term, short for generation Obama<o:p></o:p></span></div>
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<span style="font-family: Times, Times New Roman, serif;">SWOT
Analysis: A clever acronym that conveys
part of the analysis of a company's or product's competitive situation, its
Strengths, Weaknesses, Opportunities, and Threats.</span><span style="font-family: Courier New;"><o:p></o:p></span></div>
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AparnAhttp://www.blogger.com/profile/08258188753713338217noreply@blogger.com0tag:blogger.com,1999:blog-6159763114531555813.post-20388953881222335372012-11-30T23:41:00.002-08:002012-12-01T22:22:03.166-08:00Beyond Figures: Brand Equity for Beginners<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-size: small;">Touching upon a related topic now - Brand Equity (very closely related to Brand Value.)</span></div>
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<span style="font-size: small;">To quickly Wikipedia it, Brand Equity is a phrase used in the marketing industry which describes the value of having a well-known brand name based on the idea that owner of a well-known brand name can generate more money from products with that brand name than from products with a lesser known name. This is because the consumers believe that a product with a better known name is better than the product with the lesser known name.</span></div>
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<span style="font-size: small;">Makes sense. But how would you 'measure' Brand Equity?</span></div>
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<span style="font-size: small;">Without trying to sound overwhelming, BE is measured by the popular Aaker Model. Now David Aaker says that BE is a psychological measurement of the retention strength in a person's mind. In marketing, this would be the strength of retention of 'Brand Presence' without aggravation. Hence, recognition plays a significant role in garnering every foothold of awareness.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiirTeSmNwLmdV40S2QQmJtVV1AgJ02l9CQ5RXZWavWZSWIk8DyuRDsumQPq15NFavF5Ux93LjuxDymjmwKhtb6wiQt5iVHx8fGXgcFWQnkZJn7DZfIPwQ22d4LHjZaQoBED-gmjTnsCx8/s1600/brand-equity.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="color: black; font-family: Georgia, Times New Roman, serif;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiirTeSmNwLmdV40S2QQmJtVV1AgJ02l9CQ5RXZWavWZSWIk8DyuRDsumQPq15NFavF5Ux93LjuxDymjmwKhtb6wiQt5iVHx8fGXgcFWQnkZJn7DZfIPwQ22d4LHjZaQoBED-gmjTnsCx8/s1600/brand-equity.png" /></span></a></div>
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<span style="font-family: Georgia, Times New Roman, serif;">Let's quickly explore each of these Brand Assets in very simple terms -</span><br />
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<b><span style="color: purple;">BRAND AWARENESS</span></b></div>
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Plainly speaking, recognition of a friend's face from another's, or a product from its closest rival is the discerning factor of differences between each. Brand recognition answers why one brand differs from another, which could be positive or negative.</div>
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However, types of awareness in Marketing also differ from each other depending on the point of view of the customer or audience.</div>
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<span style="font-family: Georgia, Times New Roman, serif; font-size: small;"><span style="background-color: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><u>Brand Recall</u>:</span></span></h4>
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<span style="font-family: Georgia, Times New Roman, serif; font-size: small; font-weight: normal;">This refers to a particular product class. This is often seen in basic fashion and footwear wherein a particular model stands out. For example, premium basketball shoes equates to the Nike Air Jordan.</span></div>
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<span style="color: black; margin-left: 1em; margin-right: 1em;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjW7UlGTQyCpF1kCPcMsmIKET91onSxcXPax_XrMwOoHoo2orSPi5Pp9yhH48TAY2SwH42Y691zWCijSMGdLfAIMtzESiNudFHLb6dtV0V4IQkc2ys1YRDyILvBC4HSMwqw-V5m_9x4af8/s1600/brand_recall.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="175" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjW7UlGTQyCpF1kCPcMsmIKET91onSxcXPax_XrMwOoHoo2orSPi5Pp9yhH48TAY2SwH42Y691zWCijSMGdLfAIMtzESiNudFHLb6dtV0V4IQkc2ys1YRDyILvBC4HSMwqw-V5m_9x4af8/s400/brand_recall.gif" width="400" /></a></span></div>
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<span style="font-family: Georgia, Times New Roman, serif;"><b><u>Brand Name Dominance:</u></b></span></h4>
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<span style="font-family: Georgia, Times New Roman, serif;">This occurs when the audience can only recall the name of a single brand. For example, <b><i><span style="color: purple;">Xerox</span></i></b> for photocopiers, <span style="color: purple;"><b><i>Kodak</i></b></span> for films, and <b><i><span style="color: purple;">Coke</span></i></b> for soft-drinks.</span></div>
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<span style="font-family: Georgia, Times New Roman, serif;">To create awareness is no easy thing to do or achieve. For most, it takes decades such as those mentioned above; and for some, just a short amount of time is needed with the help of advertising.<b><i><span style="color: purple;"> Jabong.com, Flipkart, Kingfisher</span></i></b> have made it big among people with an online shopping OCD, a reading interest, and of course a large beer belly. The companies behind them only took 3 to 5 years to be on the leader board and take market share. It also took them millions, may be even billions, of Rupees of spending on advertising costs alone.</span></div>
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<span style="line-height: 21px;"><span style="font-family: Georgia, Times New Roman, serif;"><span style="color: purple;">PERCEIVED QUALITY</span></span></span></h4>
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<img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh09N3h6MVxEhNi9q6dR2_Xyq-tGtTJulRndVoDEeQV2xnTgdQ1MDbDkdIBIlFYrNe10che9qLVsEtwOyl8r7Fgju0Dy0cNtXB11eikqQheSJ0jbYpy1N5-8-CmTzUXMEjDEVI90_DB938/s200/Sabyasachi-Mukherjee-design-for-Nina-Manuel.jpg" style="float: left; margin-right: 10px; padding: 5px;" width="134" /><span style="font-size: small;"></span><br />
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<span style="font-size: small;"><u style="font-family: Georgia, 'Times New Roman', serif;">Perceived Quality has been shown to directly affect Financial Performance.</u></span></div>
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<span style="font-size: small;">It is the single most important contribution to Return On Investment (ROI)
which enhances price of the product and the company's stock price.</span></div>
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<span style="font-size: small;">We often see this among high-end luxury goods like
a <b><i><span style="color: purple;">Sabyasachi, Hidesign, Ritu Kumar </span></i></b>etc. Moreover, it is a major driver
of customer satisfaction.</span></div>
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<u><span style="font-family: Georgia, Times New Roman, serif;">Perceived Quality as a Strategic Thrust.</span></u><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEinuhBKNIPJUpm4WLGrFeJkTKRAdqhNkewvigr1svTFrRXmXubqPsotWcphd3t_Ve2gweDtW1BxlSdN6ht70nrofJs5PkSJ7KAs8qurjApjqU-oTVf8OuelLYhGquA1RCJEdRGmRoxxORg/s1600/saravana-bhavan.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span style="font-family: Georgia, Times New Roman, serif;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEinuhBKNIPJUpm4WLGrFeJkTKRAdqhNkewvigr1svTFrRXmXubqPsotWcphd3t_Ve2gweDtW1BxlSdN6ht70nrofJs5PkSJ7KAs8qurjApjqU-oTVf8OuelLYhGquA1RCJEdRGmRoxxORg/s400/saravana-bhavan.jpg" width="400" /></span></a></div>
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<span style="font-family: Georgia, Times New Roman, serif;"><span style="line-height: 1.5em;"><span style="line-height: 1.5em;">This forms the foundation by </span></span></span><span style="font-family: Georgia, 'Times New Roman', serif; line-height: 1.5em;">which companies base how their own company brand should be perceived as, and reinforced by the right mix of the 4P’s in Marketing </span><span style="font-family: Georgia, Times New Roman, serif;">(price, product, promotion, and place.)</span><br />
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<span style="font-family: Georgia, Times New Roman, serif;"><span style="line-height: 1.5em;"><span style="line-height: 1.5em;">For example <b><i><span style="color: purple;">Saravana Bhavan </span></i></b>(or take an <i><b><span style="color: purple;">Adigas</span></b></i>) -brands catering to fast, </span><span style="line-height: 36px;">efficient</span><span style="line-height: 1.5em;"> and </span>delicious<span style="line-height: 1.5em;"> meals, is priced towards the base of the </span></span></span><span style="font-family: Georgia, 'Times New Roman', serif; line-height: 1.5em;">marketing pyramid. With a greater majority of the population belonging to the middle to lower classes in India, good food at modest prices makes perfect sense.</span><br />
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<span style="font-family: Georgia, Times New Roman, serif;"><span style="background-color: transparent; border: 0px; font-weight: normal; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><u>Perceived Quality is linked to and often drives other aspects of how a Brand is perceived.</u></span></span></h4>
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<span style="font-family: Georgia, 'Times New Roman', serif; font-weight: normal; line-height: 1.5em; text-align: justify;">Given the strategic thrust mentioned above, true understanding of a customer's point of view of 'world class service', should be of utmost importance. However, Perceived Quality is not equal to the Actual Quality. The prominence of a particular product in Advertising overshadows the Actual Quality of a product.</span></h4>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjY5GF2qgeVqyMwrlhTUg9oOMjxFBNXN_CV9QFV5i21pNfVLOqok5Un4VCy8QQNfJW3PTJH7ci_IrG0NjKK_TzTLfYuOey2SUraFzwBSxTuQEKczDHWmUq7f1gYypzPHp21rH0IJLCZVLg/s1600/mobile-number-portability301.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjY5GF2qgeVqyMwrlhTUg9oOMjxFBNXN_CV9QFV5i21pNfVLOqok5Un4VCy8QQNfJW3PTJH7ci_IrG0NjKK_TzTLfYuOey2SUraFzwBSxTuQEKczDHWmUq7f1gYypzPHp21rH0IJLCZVLg/s1600/mobile-number-portability301.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjY5GF2qgeVqyMwrlhTUg9oOMjxFBNXN_CV9QFV5i21pNfVLOqok5Un4VCy8QQNfJW3PTJH7ci_IrG0NjKK_TzTLfYuOey2SUraFzwBSxTuQEKczDHWmUq7f1gYypzPHp21rH0IJLCZVLg/s200/mobile-number-portability301.jpg" width="200" /></a><br />
<span style="font-family: Georgia, 'Times New Roman', serif; line-height: 1.5em;">One of the top Cellular Telecommunication companies (you know who!) spends billions of Rupees and promises to provide the fastest mobile Internet connection, widest coverage etc. </span><br />
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<span style="font-family: Georgia, 'Times New Roman', serif; line-height: 1.5em;">But in reality, customers find difficulty in connecting to the Internet and experience slow speeds. Customer service is, likewise, abysmal. In this scenario, it is very important to protect the overall brand than the product.</span></div>
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<h3 style="text-align: center;">
<span style="color: purple; font-family: Georgia, Times New Roman, serif; font-size: small;">BRAND LOYALTY</span></h3>
<div style="text-align: left;">
<span style="color: purple; font-family: Georgia, Times New Roman, serif; font-size: small;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">There is a saying in Marketing which holds true,<i><span style="color: purple;"> “It is less costly to retain customers than to attract new ones”</span></i>. Brand Loyalty encourages and justifies loyalty building programs. Loyal customers will always provide value to a commodity or service through referrals and endorsements with multiple purchases. Empower your current customer to be sellers themselves, multiplying your sales base/manpower immediately. <i><span style="color: purple;">No form of advertising can equal true testimonies of real customers.</span></i></span></div>
<span style="font-family: Georgia, Times New Roman, serif;"><i><span style="color: purple;"><br /></span></i></span>
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<h3 style="text-align: center;">
<span style="line-height: 21px;"><b><span style="color: purple; font-family: Georgia, Times New Roman, serif; font-size: small;">BRAND IDENTITY</span></b></span></h3>
<div>
<span style="line-height: 21px;"><b><span style="color: purple; font-family: Georgia, Times New Roman, serif; font-size: small;"><br /></span></b></span></div>
<span style="font-family: Georgia, Times New Roman, serif;">Brand Identity can simply mean the colours, shape and look of a company's or product's logo – the yellow arches of <b><i><span style="color: purple;">McDonald</span></i></b>’s or the swoosh of <b><i><span style="color: purple;">Nike.</span></i></b></span><br />
<span style="font-family: Georgia, Times New Roman, serif;"><b><i><span style="color: purple;"><br /></span></i></b></span>
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<div style="text-align: center;">
<span style="font-family: Georgia, Times New Roman, serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjPL0hdDU8Q-0PtqXAlUlvQYRdzM1ki-E___cB62DHdLcTz_6QZCsTY-WWIWKyO1qFCjH6EfrZFwutmrrAyBKQZbWsIhtrJrpUlEQnNIITG9VBT-ZYTyJZw4oPyAfLHnt4hhtxVhtz8Hhs/s1600/brand_recognition.gif"><img border="0" height="175" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjPL0hdDU8Q-0PtqXAlUlvQYRdzM1ki-E___cB62DHdLcTz_6QZCsTY-WWIWKyO1qFCjH6EfrZFwutmrrAyBKQZbWsIhtrJrpUlEQnNIITG9VBT-ZYTyJZw4oPyAfLHnt4hhtxVhtz8Hhs/s400/brand_recognition.gif" width="400" /></a></span></div>
<span style="font-family: Georgia, Times New Roman, serif;">
</span><br />
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">However, one should look beyond the obvious and classify Brand Identity as an establishment of relationships between the Brand and Customer by generating a value proposition involving functional, emotional and self expression.</span></div>
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</div>
<h3 style="text-align: center;">
<span style="background-color: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="color: purple; font-family: Georgia, Times New Roman, serif; font-size: small;">BRAND ASSOCIATION</span></span></h3>
<div style="text-align: left;">
<span style="background-color: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="color: purple; font-family: Georgia, Times New Roman, serif; font-size: small;"><br /></span></span></div>
<div style="border: 0px none; line-height: 1.5em; margin-bottom: 1.5em; outline: 0px none; padding: 0px; text-align: justify; vertical-align: baseline;">
<span style="font-family: Georgia, Times New Roman, serif;">Brand Association reflects the same or equal status of two or more brands in competition with one another or otherwise. In events-marketing, companies often approach similar non-competing brands for sponsorship purposes. Brand Managers from FMCG companies often ask, “Who else is sponsoring this event?” – because brand associations are critical in building a strong brand.</span></div>
<div style="border: 0px none; line-height: 1.5em; margin-bottom: 1.5em; outline: 0px none; padding: 0px; text-align: justify; vertical-align: baseline;">
<span style="font-family: Georgia, Times New Roman, serif;">For instance, Nike strategically aligned with another premium brand that is known to think differently. <b><i><span style="color: purple;">Nike</span></i></b> hooked up with <span style="color: purple;"><b><i>Apple </i></b></span>for its Nike + Ipod campaign where Nike shoes are fitted with an Apple transmitter that can record the pace, distance and location of its customers. </span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiaEBbn-oY-F7vZygMNndn260A3DUw8E4GYrOretYxbZhbI-Fan8vGf4dwchTngFahNib0P0wFtZKbLjFV8gGn0w74UCQ9t9uFU3856uUg36l1YeEK8RyWlARR78FN3Jp8rCJoXtpxl0FI/s1600/sunsilk.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiaEBbn-oY-F7vZygMNndn260A3DUw8E4GYrOretYxbZhbI-Fan8vGf4dwchTngFahNib0P0wFtZKbLjFV8gGn0w74UCQ9t9uFU3856uUg36l1YeEK8RyWlARR78FN3Jp8rCJoXtpxl0FI/s320/sunsilk.jpg" width="320" /></a></div>
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<span style="font-family: Georgia, 'Times New Roman', serif; line-height: 1.5em;"><br /></span>
<span style="font-family: Georgia, 'Times New Roman', serif; line-height: 1.5em;">More recently, we saw </span><b style="font-family: Georgia, 'Times New Roman', serif; line-height: 1.5em;"><i><span style="color: purple;">Sunsilk </span></i></b><span style="font-family: Georgia, 'Times New Roman', serif; line-height: 1.5em;">collaborating with the top hair experts from around the world - from New York to Japan. As if stating that they are also a premium brand that’s supported by experts who charge $1,000 per haircut!</span></div>
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<span style="font-family: Georgia, Times New Roman, serif;">Brand Associations can easily position or elevate a brand simply with partnerships and alliances with other brands in creating a new service, product or advocacy for that matter.</span></div>
<br />
<div style="text-align: justify;">
<span style="font-family: Georgia, 'Times New Roman', serif;">Given a brief understanding of the key components of Brand Equity and how it goes</span><b style="font-family: Georgia, 'Times New Roman', serif;"><i><span style="color: purple;"> beyond the figures</span></i></b><span style="font-family: Georgia, 'Times New Roman', serif;">, so as to speak, companies can easily identify their position and strategy in creating their own marketing campaigns and promotions effectively.</span></div>
<span style="font-family: Georgia, Times New Roman, serif;"></span><br />
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<span style="font-family: Georgia, Times New Roman, serif;"><br /></span></div>
<span style="font-family: Georgia, Times New Roman, serif;">
<div style="text-align: justify;">
Ultimately, it is our Brand that forms the very foundation of our business!</div>
</span></div>
</div>
AparnAhttp://www.blogger.com/profile/08258188753713338217noreply@blogger.com3tag:blogger.com,1999:blog-6159763114531555813.post-89562394751084012852012-11-07T03:36:00.004-08:002012-11-26T19:39:51.172-08:00Social Media and its influence on Branding<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="font-family: Times, Times New Roman, serif;"><br /></span>
<br />
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;">In October 2010, the famous clothing
company Gap quietly introduced a refreshed version of their classic
logo that was in existence for over 20 years. Following an outpouring
of negative customer feedback (their Facebook pages had over 250
comments), the company was forced to reverse its decision and
transform the initiative into a crowd-sourcing project.</span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhW5de7-UUbQInyBEt7BJ59hzA8X8tDwMHD0gQsY101k43OYXsF502WMmv4fsRLw3X94PLw6aY9N2tscOo8BK2Sc9KeHgF8_HjrPBMtdbYa091RSCgJUqECaJKyCJUh63Saxe4Oo0gHBdM/s1600/Fullscreen+capture+06-11-2012+113005.bmp.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Times, Times New Roman, serif;"><img border="0" height="270" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhW5de7-UUbQInyBEt7BJ59hzA8X8tDwMHD0gQsY101k43OYXsF502WMmv4fsRLw3X94PLw6aY9N2tscOo8BK2Sc9KeHgF8_HjrPBMtdbYa091RSCgJUqECaJKyCJUh63Saxe4Oo0gHBdM/s400/Fullscreen+capture+06-11-2012+113005.bmp.jpg" width="400" /></span></a></div>
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<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;">This is just an example of the power of
social media, and how much this new communication tool can influence
the brand management of any company, no matter how big and
established.</span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;">A quick Google search for the two magic
words – social media – returns 517, 000,000 results. In
comparison, the words” brand management” return ten times less
results.</span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;">So the natural question is,<b><span style="color: purple;"> what impact
does social media have on brand management?</span></b> Does it make the Brand
Manager’s job simpler? Or does it add to an already full plate?</span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<b><i><u><span style="font-family: Times, Times New Roman, serif;">From “One To Many” Monologue to
“One To One“ Dialogue.</span></u></i></b></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;">Social media allows for a more profound
engagement at a very personal level with the target audience. It
also makes it easier and more cost effective to communicate the brand
message versus traditional communication tools such as TV and print.</span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;">But I guess<b><span style="color: purple;"> the biggest benefit is the
two-way dialogue and the opportunity to get instant feedback on your
brand decisions.</span></b> Since social media is highly traceable, the 2-way
feedback allows Brand Managers to quickly make the necessary
corrections to the brand message.</span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;">The new communication tools such as
blogs, Facebook and Twitter allow for creating brand visibility and
awareness much faster and cost-effectively than before. While not a
complete replacement for traditional media such as TV and print,
social media channels help spread the word quickly (which can be
positive but also a negative). The dialogue is really “open”, which
is great for obtaining valuable insights on where your brand stands
in the mind of your audience.</span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;">From the view of market research, we
could say that this has been greatly enhanced by the explosion of
social media sites, which force companies (including competitors) to
be more transparent. As an example, social media helps greatly in the
brand differentiation strategy and positioning process by
identifying the perceptions associated with competitive brands. Since
the dialogue is very personal, monitoring these online trends can
provide a better and more accurate picture than even complex market
research studies.</span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<u><b><i><span style="font-family: Times, Times New Roman, serif;">The Need For Brand Transparency,
Involvement and Engagement via Social media</span></i></b></u></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;">The new social media wave, although
greatly benefiting Brand Management, also poses some risks. Brands
have to become transparent and can no longer hide behind the
corporate wall. Social media encourages honesty. Customers are making
purchase decision based on independent reviews and the advice of
opinion leaders. As a result, the Brand Manager has to make sure
every message that gets out is in line with the brand promise.</span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;">When it comes to company reputation,
the new tools can easily be used to build it. There are companies
today that specialize in online reputation management. Because in this
fast-paced environment, every Marketing initiative is easily judged
and scrutinised. The Gap incident is a perfect example.</span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;">The only way brands can engage with the
audience is by generating relevant and meaningful content. In an
environment where consumers are less responsive to advertising and
sales pitches, Brand Managers have to gain the trust of opinion
leaders and leverage the power of word of mouth marketing. The
effectiveness of the 30-second commercial has been replaced by
referrals and information sharing as a more personal way to build (or
lose) credibility.</span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;">Brands risk becoming irrelevant without
fresh content and strong customer engagement. In the not so distant
past, the brand message was created “from inside-out,” through
positioning and one-way communication. Currently, the targeted
audience plays a huge role in shaping the brand identity, values, and deliverable.</span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<u><b><i><span style="font-family: Times, Times New Roman, serif;">The New “Must Have” Job Skill</span></i></b></u></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;">Love it or hate it, there is no denying
that “social media skills” has been added to the list of Brand
Manager’s job requirements.</span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;">One of the biggest challenge marketers
have is to keep up with all the tools and changes that seem to be
appearing overnight. That’s because Social Media is added on top of
an already complex job, which includes managing the 4 Ps of marketing
as well as the additional communication channels.</span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;"><br /></span></div>
<div style="margin-bottom: 0cm;">
<span style="font-family: Times, Times New Roman, serif;">Brand Management has irreversibly been
impacted by the rise of social media as a new communication tool. In
the never-ending battle for customer loyalty, managing a brand
requires adaptation, transparency, and engagement.</span></div>
</div>
AparnAhttp://www.blogger.com/profile/08258188753713338217noreply@blogger.com1tag:blogger.com,1999:blog-6159763114531555813.post-42079820517353918922012-11-01T06:42:00.000-07:002012-11-26T19:51:20.162-08:00 Branding 101<div dir="ltr" style="text-align: left;" trbidi="on">
Let's get to the basics of branding first. What exactly is a brand?<br />
From what I understand, I would define it as a name, term, sign, symbol or design, or a combination of these intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors.<br />
<br />
But why brand an object, product or a person in the first place? It could be for any of the four reasons below:<br />
<ul style="text-align: left;">
<li>Branding helps identify products that might benefit the consumer </li>
<li>It Tells the buyer something about the product quality </li>
<li>Lets the seller build a story around the quality </li>
<li>Enables the seller legal protection for a unique feature of the brand. </li>
</ul>
But is a brand really different from a product? There's actually a HUGE difference between the two. A brand is more, much more than the mere product it stands for. A brand can be called as the amalgam of the physical product and the notional images that go with the brand.<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBCKWjtc7OWf3wd6UupRmK8oz5RT4XOx1dlbVZo2m6kqzrdpGA03FHjXrr-OfnQiw_1NVXlDYatLsDmtIZ8cslI54ZrepagsntOt12suTk5qRP1aZAej1hJtajyXXBQIbj71nbswnH2jI/s1600/product-vs-brand.jpg" imageanchor="1"><img border="0" height="108" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBCKWjtc7OWf3wd6UupRmK8oz5RT4XOx1dlbVZo2m6kqzrdpGA03FHjXrr-OfnQiw_1NVXlDYatLsDmtIZ8cslI54ZrepagsntOt12suTk5qRP1aZAej1hJtajyXXBQIbj71nbswnH2jI/s320/product-vs-brand.jpg" width="320" /></a></div>
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When we recall a brand, not only do we recall the physicality of the product but also the images it conjures.<br />
<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQkK7ZYsQyFhaN6Eh9T4IH7VU5rOPo3z6IslXVcwArP0fa1PGJkA-o4J8d9INZe7PE9NOFM6ELYiWtXH9Y6e6NZi-tA3H1aN-HE0XPtuqA-Bw4iDWaMS-W1Prdekesu4iEwcXC7x-AiYQ/s1600/sundrop+heart.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQkK7ZYsQyFhaN6Eh9T4IH7VU5rOPo3z6IslXVcwArP0fa1PGJkA-o4J8d9INZe7PE9NOFM6ELYiWtXH9Y6e6NZi-tA3H1aN-HE0XPtuqA-Bw4iDWaMS-W1Prdekesu4iEwcXC7x-AiYQ/s200/sundrop+heart.jpg" width="134" /></a>To think of an example, take Sundrop Oil. The image that immediately pops up in my mind can be easily put together as below:<br />
<br />
<span style="color: purple; font-family: Times, Times New Roman, serif;"><b>Sundrop = Sunflower Oil + (Healthy Family + Happy Children +Loving mother + Tasty Food +Modern Home +...) </b></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><i><br /></i></span>
<br />
The 'brand' has engrained in our minds this image so much so, that subconsciously I would always pick up Sundrop oil for the well being of my family the next time I go to a supermarket!<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjL7BWIcQZX0vimwKPhqQklO2QzlRwYwwU-PHVB4kjnnXMKGKlxDQlklXjPAjfYWGTxgoZKw33t7VbpnFRAaSihuqzy4nYsdqRq6vdSFqIKMSjEvurYbt4fGfru89JK-So2UIMu4THo4hA/s1600/pulsar.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="173" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjL7BWIcQZX0vimwKPhqQklO2QzlRwYwwU-PHVB4kjnnXMKGKlxDQlklXjPAjfYWGTxgoZKw33t7VbpnFRAaSihuqzy4nYsdqRq6vdSFqIKMSjEvurYbt4fGfru89JK-So2UIMu4THo4hA/s200/pulsar.jpg" width="200" /></a><br />
Next, let's take an example of a more 'youthful' brand Pulsar motorbike. Can we try putting up an equation as above?<br />
<br />
<span style="color: purple; font-family: Times, Times New Roman, serif;"><b>Pulsar = Motorbike + ( Style + Extra Power + Macho Image + Great Looks + Reliable Company) Certainly appeals to the youngsters in their 20's and 30's! </b></span><br />
<br />
<br />
Simply put, a brand is nothing but : Brand = Product + ( Image) as seen above.<br />
<br />
There are of course other subtle differences. A product is something that is made in a factory, but a brand is something that is BOUGHT by a customer. The key point to note here is the brand is something tailor made for the customers need. Or in the case of clever marketing its image is so well developed that a buyer feels its exactly what he needs and wants to buy!<br />
<br />
Another difference is that a product can be copied by a competitor, but a brand will always remain unique. <br />
<br />
A brand is therefore a product, but one that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need. These differences may be rational and tangible related to the product performance of the brand. Or they may be more symbolic, emotional and intangible i.e related to what the brand represents.<br />
<br />
The best way to convey this idea is that<span style="color: purple; font-family: Verdana, sans-serif;"><b><i> </i></b></span><br />
<span style="color: purple; font-family: Verdana, sans-serif;"><b><i><br /></i></b></span>
<span style="color: purple; font-family: Verdana, sans-serif;"><b><i>a product can be quickly outdated; a</i></b></span><b style="text-align: right;"><i><span style="background-color: white; color: purple; font-family: Verdana, sans-serif;"> successful brand is timeless. </span></i></b><br />
<br /></div>
AparnAhttp://www.blogger.com/profile/08258188753713338217noreply@blogger.com0tag:blogger.com,1999:blog-6159763114531555813.post-18576441815451414892012-10-08T06:53:00.001-07:002012-11-26T19:52:30.252-08:00Black & White to Gray.<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: left;">
<span style="font-family: Georgia, Times New Roman, serif;">Hello, World! </span><br />
<span style="font-family: Georgia, Times New Roman, serif;"><br />I am Aparna Ramesh, and today is an important day in my life as I embark on a new world of possibilities called 'Brand Biosphere'.</span><br />
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<span style="font-family: Georgia, Times New Roman, serif;">I <span style="background-color: #fff9ee; color: #222222; line-height: 19px;">am</span><span style="background-color: #fff9ee; line-height: 19px;"> <b><span style="color: purple;">Social Media Strategist and a </span></b></span><b><span style="color: purple;">Branding & Digital Marketing enthusiast by choice </span></b>and a Computer Science engineer by qualification.<span style="background-color: white;"> </span></span><span style="font-family: Times, Times New Roman, serif; margin-left: 1em; margin-right: 1em;"><br /></span><br />
<span style="font-family: Times, Times New Roman, serif; margin-left: 1em; margin-right: 1em;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgaDjrj9FZSoptlfb6S4_V2vkZiKEN3zrl0cruvThgm-oZQuKoQ6Pi4onwxmPSUsmvCbOKNXsvz5Q5LkLMWHh2ggwLzbYkfeIJyP6hJ32jjrlXiUtU9C2091Fznh4FjF1uj67v5kLahaM/s1600/B&W+to+Gray.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgaDjrj9FZSoptlfb6S4_V2vkZiKEN3zrl0cruvThgm-oZQuKoQ6Pi4onwxmPSUsmvCbOKNXsvz5Q5LkLMWHh2ggwLzbYkfeIJyP6hJ32jjrlXiUtU9C2091Fznh4FjF1uj67v5kLahaM/s320/B&W+to+Gray.jpg" width="320" /></a></span><span style="font-family: Times, Times New Roman, serif;"><br /></span><br />
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<span style="font-family: Georgia, Times New Roman, serif;">If you are keen to learn about Social Media Strategy, Branding & Digital Marketing and more so with relevance to the Indian market, feel free to follow my blog posts. At the same time, I request you to post your valuable comments - be it appreciation or criticism. <span style="background-color: white; line-height: 19px;"><br /></span></span><br />
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<span style="background-color: white; font-family: Georgia, Times New Roman, serif; line-height: 19px;">Join me in the journey of my learning and sharing, a journey into the Brand Biosphere.</span></div>
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<span style="background-color: white; font-family: Georgia, Times New Roman, serif;">So, Let's get started!</span></div>
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<span style="line-height: 19px;"><span style="color: magenta; font-family: Georgia, Times New Roman, serif;"><i><b style="background-color: white;">"A journey of a thousand miles begins with a single step. "</b></i></span></span></div>
<span style="background-color: white;"><span style="font-family: Georgia, Times New Roman, serif;"><span style="line-height: 19px;"><span style="color: magenta;"><i><b> - </b></i></span></span><span style="color: #454545; line-height: 19px;">Lau Tzu, Chinese Philosopher.</span></span></span></div>
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AparnAhttp://www.blogger.com/profile/08258188753713338217noreply@blogger.com0