Workshop Brief
25-08-2007
Today, Department of management studies organized a workshop on "
Strategies that Transform Brands". The objective of the workshop was to sensitize students with various aspects of Branding such as
1) Building, measuring and manging brand equity
2) Gauging the effectiveness of a brand
3) Development of a transformational brand strategy
4) inspiring employees to live the brand
5) Brand conflicts and consumer choices
Many distinguished and eminent personalities in different fields shared their knowledge with us and enlightened us.
The day started with
Mr. Sudhir Sharma ,
Managing partner Chromosome advisory and consulting, brain-storming us with the concepts of "Branding". He explained the concepts of "Brand value", "Communication", "Brand Image", "Positioning"," Promotion" etc.He gave a beautiful example of a brand that has been non-refuted throughout the centuries and had "cleared test of time". He said "RAM" is the biggest selling brand in India. He explained that Rishi Valmikiji has created "Ramayana" as an expertise but Tulsidasji created the user-friendly version of Ramayana. Tulsidasji made it readable by common men. He created various verses such as Hanuman Chalisa to meet the music and aesthetic requirements.. He carved the words "RAM RAM", "JAI SIYA RAM", "JAI RAGHUNATH" to fill up the communication gap of people... He created a symbol "DHANUSH" so that people can remember him.. The brand equity reached such a value that "RAM se bada RAM ka nam". Mr. Sudhir covered all the points of branding and helped the students understand concepts in layman's terms.
The second presentation was given by
MR. Sundararajan , AVP HCL Technologies.
He beautifully explained the strategies of branding used in HCL. He explained how HCL transformed its brand image periodically to compete with the software and hardware majors. He showed us various advertisements employed by HCL. He explained how companies could be employee-centric or customer-centric.
The third presentation was taken by
Mr. Praful Mishra,CEO Netcarrots.com. Since this was a post-lunch session it ought to be a heavy session(Sleeping faces). But Mr. Praful made it so light and witty that students found it full of interest and vigour.
Mr. Praful had studied from this very institute
. So he cracked lot many jokes and asked us who all visited the vicinity of Sarojini Bhavan every now and then(Thats the Girls hostel
). Mr. Praful shared his experiences of working with
Microsoft, JCPenney, Mary Kay Cosmetics, Hewlett Packard, Dell,GE, Hero Honda Passport program etc. for market research, advertising, direct marketing and consultancy.
The fourth session was taken by
Mr. Lokesh Aggarwal, VP SRS Retail. He made us to write down 1) the 10 brands we remember the most 2) the values we adore in any brand 3) the limitations we hate in any brand 4) Who contributes to create and carry a brand 5) as an employee what you expect from your company etc.. . He then made to understand the mission, vision of a brand and the path to make it a successful one.He then explained how branding is strategized in retail sector.
After the tea session, we had a
panel discussion wherein questions were posed about successful brands such as "Why the brand Haldiram is famous throughout the world.. How it differs from others".
Last but not the least, our reverent marketing professor
Dr.Zillur Rahman gave a vote of thanks to the dignitaries and presented a memento and a bouquet to the guest-of-honours.
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