Page 51 - IMDR - Journal of Management Development and Research - March2019-20

A CASE STUDY ON BRAND MANAGEMENT

Dr. Rajesh Kumar Pandey

Associate Professor - SSR IMR, Silvassa – Permanently Affiliated to SPPU, Pune

CASE STUDY:

INTRODUCTION:
Branding as an exercise has been considered as a standalone function with strategic

input. The Organisations are potentially looking forward to branding exercise, as

important as it considers production or any other such division of Organisations.
Brand management stands out to be a function of marketing that adopts techniques to

enhance the perceived value of a product. Brand Management does have influence on
the pricing of products. Branding has the potential to build loyal customers. The

Organisations while building strong brand must provide a defined direction and

meaning to the product. “What is the Brand all about” need to be explained to
Consumers. The Identity of the brand like the core identity and extended or visual

identity has to be planned.

The modern-day branding has taken the route of associating with the celebrities for
branding. The celebrities provide mileage to the products, the acceptability enhances,

and the credibility gets defined. The Chief Client Officer WPP India Shubha George

states that “Marketers will have to be more upfront with their Brand Ambassadors”.
Taking this notion further of getting the celebrities involved Puneet Das VP

Marketing – India, Tata Global Beverages states that, “The Question is not whether to
use a celebrity or not but to ask who will be the right fit and why?”. Branding has

taken the strategic route long back and the players in the market have understood the

essence of branding. The process of branding travels from identifying and establishing
the brand identity and positioning, continues through planning and implementing the

brand marketing programs, then measuring the brand’s performance and follows with
brand sustenance effort. Branding as a Marketing phenomenon has taken the front

seat and meeting the business goals today shall certainly require the branding

exercise. While this notion holds true, potentially there is another notion which holds
true for the lesser known brands / products which actually meet their business goals

without even spending a penny on branding exercise.

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