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BRAND MANAGEMENT

BRAND MANAGEMENT

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  1. Case View with Amit Sarda and Natasha Tuli - Organic Aromatherapy Brand, Soulflower: Segmentation by Star Signs and Spreading Happiness by Spreading Aroma

    AUTHOR(S) : Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 11/09/2017
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: case view
    CASE ID: BM-1-0018B
    CASE LENGTH: 10 Pages
    Case View with Amit Sarda and Natasha Tuli - Organic Aromatherapy Brand, Soulflower: Segmentation by Star Signs and Spreading Happiness by Spreading Aroma
    DESCRIPTION:
    Amit Sarda, Managing Director, Soulflower Amit Sarda (Sarda) is credited with pioneering the concept of natural skin and hair care in India. At a time when aroma, natural soaps and oil blends for hair and skin were considered to be an upper class indulgence, he launched the Soulflower brand which became immensely popular among a growing section of the society that was becoming conscious of wellness and personal care. Sarda came out with a bevy of indulgence products at competitive prices. And with ...
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  2. Gouri’s Cereals: The Packaging Dilemma for the Challenger Brand

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 01/05/2017
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: BM-1-0017, BM-1-0017A
    CASE LENGTH: 12 Pages
    DESCRIPTION:
    This case study is meant to discuss and debate on the need to create a challenger brand in an entrenched category, Cereals. With competition from the likes of Nestle, Kellogg’s, ITC, Patanjali etc., Gouri’s Co-Founder and CEO, Vidur Gupta (Vidur) is keen to build a niche cereals and bars brand in India by reaching out to the customers and building on the relationship edifice. With a goal to achieve INR100 crore by 2020, the plans are in place to create a top-of-the-recall brand in the ...
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  3. Case Suite on Gouri's Cereals: The Packaging Dilemma for the Challenger Brand

    Case Suite on Gouri's Cereals: The Packaging Dilemma for the Challenger Brand

    PUBLISHED DATE: 01/05/2017
    PUBLISHER: ET Cases
    PRODUCT: CASE SUITE
    CASE LENGTH: 57.38 Minutes

    In this case suite, Vidur Gupta, the Co-founder and CEO of Gouri’s introduces the case (Gouri’s Cereals

    DESCRIPTION:
    In this case suite, Vidur Gupta, the Co-founder and CEO of Gouri’s introduces the case (Gouri’s Cereals: The Packaging Dilemma for the Challenger Brand) and outlines the 4Ps of Marketing. He shares the trigger for starting the brand Gouri’s and elucidates the process and the journey so far w.r.t. Product lines, Production size, Accreditations and Compliance, Pricing Challenges, Product-Form Challenges, Positioning of the Products and Packaging Challenges.

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  4. Managing Brand Equity in the Digital Age: Croma’s Omni-Channel Retailing

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 29/07/2016
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: BM-1-0016, BM-1-0016A
    CASE LENGTH: 12 Pages
    DESCRIPTION:

    This case study is an attempt to let the students/participants understand how retailers and other channel intermediaries affect the brand equity of the products they sell by establishing awareness and associations to their product assortments. Croma, the retail arm of Tata group became the sought-after retail brand for Consumer Durables and Information Technology (CDIT) segment. Marketers of successful 21st century brands continue to evolve and adapt every aspect of their marketing programs to ...
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  5. Bajaj V: ‘Heroic’ Bike and Unheroic Choices of Marketing?

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 21/06/2016
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: BM-1-0015, BM-1-0015A
    CASE LENGTH: 11 Pages
    DESCRIPTION:
    This case study is meant to discuss the pros and cons of Bajaj Auto’s innovative practice of combining patriotism with commercialism. When Bajaj Auto purchased the scrap of India’s first aircraft carrier – INS Vikrant, industry observers wondered the logic. The astute businessman that Rajiv Bajaj has been with his omni-present ‘differentiation paradigm’, brought a fresh, yet controversial, perspective to integrating patriotism with commercialism. Though the idea of taking ...
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  6. Aamir Khan's ‘Intolerance’ Comments: Limits to Celebrity Endorsers’ Personal Freedom?

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 17/06/2016
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: BM-1-0014, BM-1-0014A
    CASE LENGTH: 15 Pages
    DESCRIPTION:
    Snapdeal, endorsed by Aamir Khan (Aamir) faced criticism for Aamir’s statement on intolerance. Brand consultants debated – should a brand suffer because of its  brand ambassador and vice versa. Where the difference between personal and public opinion is muddling in the era of social media, experts remarked that the brands and its brand ambassadors should include stringent clauses or go for water-tight endorsement contracts to protect themselves. While analysts agreed that celebrities ...
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  7. Managing Brand Equity in the Digital Age: Croma’s Omni-Channel Retailing

    AUTHOR(S) : Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 07/06/2016
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: case view
    CASE ID: BM-1-0013B
    CASE LENGTH: 10 Pages
    Managing Brand Equity in the Digital Age: Croma’s Omni-Channel Retailing
    DESCRIPTION:
    Ritesh is a student of human behaviour and its reflection in marketplace choices and the implications for products, propositions, brands and their communication. Over the last two decades, he has built a track record of creating new brands (Tata Docomo, Minute Maid), re-inventing legacy brands (Photon, Thums Up, Maaza) and  adapting global brands to Indian realities (Coke, Fanta, Sprite). As CMO at Croma, he is responsible for all aspects of demand generation – brand, communication,  ...
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  8. Successful and Significant: The Brand Journey of “Jagan Institute of Management Studies”*

    AUTHOR(S) : Ms. Pooja Jain (Associate Professor), and Ms. Yukti Ahuja Sharma (Assistant Professor) - Department of Management Studies, Jagan Institute of Management Studies, Delhi
    PUBLISHED DATE: 14/04/2016
    PUBLISHER: ET Cases - GSMC
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: BM-1-0002, BM-1-0002A
    CASE LENGTH: 10 Pages
    DESCRIPTION:
    The case study looks at the Delhi-based PGDM Institution Jagan Institute of Management Studies’ (JIMS) successful run of two decades and discusses some of the past, present and future challenges in light of its product and brand strategy. JIMS entered the business of professional higher education in 1993 with a modest campus in a residential locality with an objective of imparting quality education in the field of IT and Management. JIMS has been constantly ranked among top 10 B-Schools of excellence ...
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  9. Baahubali: The Beginning – Digital Marketing Strategies

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 18/03/2016
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: BM-1-0012, BM-1-0012A
    CASE LENGTH: 16 Pages
    DESCRIPTION:
    This case study is meant to highlight how innovative marketing campaigns can enhance a product’s (in this case Baahubali: The Beginning (Baahubali), the movie)  market success. With carefully crafted and meticulously executed marketing strategies, with the same precision and finesse as that of the movie itself, Baahubali’s market fortunes soared. With INR600 crore gross earnings worldwide, Baahubali not only became a benchmark for technical and aesthetic prowess, but also became a ...
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  10. Brand Attractiveness in Packaged Tea Industry: Local, National and Global Brand*

    AUTHOR(S) : Dr. Rinalini Pathak Kakati, Associate Professor and Anubhuti Deorah, Senior Research Fellow, Department of Business Administration, Gauhati University
    PUBLISHED DATE: 02/02/2016
    PUBLISHER: ET Cases - GSMC
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: BM-1-0011, BM-1-0011A
    CASE LENGTH: 15 Pages
    DESCRIPTION:
    This case is expected to enlighten the participants regarding the difficulties faced by local tea brands while positioning against the national and global tea brands. What makes a consumer choose his cup of tea remains a marketing dilemma? This has been intensified by local, national and global brands sharing the same shelf in  almost all retailing outlets. Is the attractiveness of these tea brands different among the consumers? The present booming tea industry of Assam originated in 1926  ...
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  11. Is Brand IIT-IIM Waning?

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 09/12/2015
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: BM-4-0010, BM-4-0010A
    CASE LENGTH: 7 pages
    DESCRIPTION:

    This case flyer, based on articles "Is Brand IIT-IIM Waning?" and "Losing the Magic Touch?" by K Sudarshan in The Economic Times, Corporate Dossier (dated: April  24th-30th 2015), enables a discussion, based on EMA Partners study, on whether IITs and IIMs brand is waning. While the IITs were set up based on Sarkar Committee recommendations in 1946 to set up world-class institutes to meet the anticipated requirements of post-world war II industrial developments, the IIMs were set up based ...
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  12. Indane: A Superbrand After 50 Years

    AUTHOR(S) : A.J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 30/11/2015
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: BM-4-0009, BM-4-0009A
    CASE LENGTH: 4 pages
    DESCRIPTION:

    This case flyer, based on the article "Indane: A Superbrand after 50 years that now lights fire in 9cr kitchens" (October 11th 2015), in Sunday Times of India, by Sanjay  Dutta, is meant to introduce the participants/students to how India’s first and oldest LPG brand, Indane has sustained its market leadership over 50 years with regular  brand reinforcements. Highly suited for "Managing Brands Over Time" chapter of Brand Management course, this case flyer can be used to analyze ...
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  13. Brand Positioning - Vistara Airlines

    AUTHOR(S) : A.J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 27/11/2015
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: BM-4-0008, BM-4-0008A
    CASE LENGTH: 4 pages
    DESCRIPTION:

    This case flyer based on The Economic Times article "Brand Vistara: Five Questions after 100 Days" (April 28th 2015), by Anirban Chowdhury, is meant to evaluate Vistara Airline's brand positioning. Being a third full-service carrier, Vistara launched its inaugural flight from Delhi to Mumbai on January 9th 2015. While the launch of Vistara airlines marks the re-entry of Tata Group in the airline business after over six decades, its first 100-days have been turbulent. The Tata-Singapore Airlines' ...
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  14. Bajaj Finserv's – Quest to Stand Apart

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 25/11/2015
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: BM-4-0007, BM-4-0007A
    CASE LENGTH: 4 pages
    DESCRIPTION:

    This case flyer, based on the article "Quest to Stand Apart" (December 19th 2014) , by Priyanka Sangani, from The Economic Times - Corporate Dossier, is meant to introduce the students/participants to how differentiation plays an important role in carving an unique identity for brands, especially in a commoditized industry like financial services. What Sanjiv Bajaj, Managing Director of Bajaj Finserv, did for Bajaj Finserv's (Bajaj Group's holding firm for Bajaj Finance, Bajaj Allianz Life Insurance ...
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  15. Amul’s ‘Utterly Butterly Delicious’ Brand Elements

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 25/09/2015
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: BM-1-0006, BM-1-0006A
    CASE LENGTH: 10 pages
    DESCRIPTION:

    This case study introduces the participants/students to the concept and importance of choosing brand elements to build brand equity. Brand elements - name, logo, color, imagery, tagline, jingles and packaging - go a long way in building a brand's equity. Amul's umbrella brand, which is operational since 1967, offers interesting insights into the importance of choosing brand elements. While there are definite criteria for choosing brand elements - Memorability, Meaningfulness, Likability, Transferability, ...
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