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BRAND MANAGEMENT

BRAND MANAGEMENT

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  1. Amitabh Bachchan – Most Enduring & Comeback Superstar in Hindi Film Industry

    AUTHOR(S) : Prof. Avadhanam Ramesh, Vignana Jyothi Institute of Management, Hyderabad
    PUBLISHED DATE: 15/06/2020
    PUBLISHER: ET CASES
    CATEGORY: MARKETING MANAGEMENT, STRATEGIC MANAGEMENT, BRAND MANAGEMENT, MEDIA AND ENTERTAINMENT
    PRODUCT: CASE STUDY
    CASE ID: BM-1-0023; BM-1-0023A
    CASE LENGTH: 16 Pages
    DESCRIPTION:
    The case study traces  the development of angry young man persona in the Hindi films such as Zanjeer (1973), Deewar (1975) and Trishul (1978) etc. to name a few by successful Directors (Prakash Mehra, Yash Chopra and Ramesh Sippy), and creative screen writers such as (Salim-Javed). Amitabh Bachchan who was protagonist in these films rose to stardom and was credited with the redefining the image of conventional hero. Bachchan continued his long run by being versatile and thus establishing himself ...
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  2. Should there be a Cap on the Number of Brands a Celebrity Endorses?

    AUTHOR(S) : Vandana Jayakumar and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 21/05/2019
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: Case Debate
    CASE ID: BM-9-0022, BM-9-0022A
    CASE LENGTH: 6 Pages
    DESCRIPTION:
    What is celebrity endorsement? Why do brands associate with celebrities? Companies hire celebrities to endorse their brands as it gives credibility to the product, adding immediate and palpable brand value. Most of the celebrities that brands choose for endorsements are film stars and sports stars - Virat Kohli, Shah Rukh Khan and Deepika Padukone being the most valued celebrity brands in India in 2017. Consumers tend to develop an emotional bond and an affinity for the products that film stars and ...
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  3. Why Rename States, Cities, Airports, Buildings and Streets?

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 31/08/2018
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: Case Debate
    CASE ID: BM-9-0021, BM-9-0021A
    CASE LENGTH: 15 Pages
    DESCRIPTION:
    A famous quote by Shakespeare had once raised the question, "What's in a name?" If the Indian history of renaming cities be considered, it could have been concluded that 'Name' would be a reminder of the glorious past, connect to the regional vernacular, the trauma of the colonial rule, the sacrifices of people during the freedom struggle, patriotism, and so on. Re-visiting and attempting to wipe out the past is common in any post-colonial country. Ever since the British left India in 1947, many cities, ...
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  4. Why do People Buy/Prefer iPhones?

    AUTHOR(S) : Bala Bharathi Yelamanchi and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 19/07/2018
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: Case Debate
    CASE ID: BM-9-0020, BM-9-0020A
    CASE LENGTH: 5 Pages
    DESCRIPTION:
    Haven't you aspired for an iPhone or any of the Apple's products? Like you, aren't millions of people across the globe devoutly waiting to buy an Apple product? Haven't you heard of people waiting in queues, even during peak winters, to buy their first iPhone? Who are these people and what distinguishes these people from others? Are they brand advocates or Apple's apostles? Or are they stupid? Since the first-generation iPhone was launched on June 29th 2007, nearly 1.2 billion iPhones have been sold ...
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  5. Case View with Bidisha Nagaraj - Schneider Electric’s B2B Branding: ‘Life Is On’ for a ‘Brand Business’

    AUTHOR(S) : Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 22/12/2017
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: case view
    CASE ID: BM-1-0019B
    CASE LENGTH: 18 Pages
    Case View with Bidisha Nagaraj - Schneider Electric’s B2B Branding: ‘Life Is On’ for a ‘Brand Business’
    DESCRIPTION:
    Bidisha has 25 years of cross-industry experience in Marketing. A thought leader and a strategic marketing expert, she has spent a significant time of her career in Technology, Retail and Entrepreneurship. Her assignment portfolio has a well-rounded mix of Fortune 500 companies as well as Indian Early stage Start-Ups. Bidisha’s experience includes assignments in India as well as Asia Pacific regions. Starting off her career in Advertising with Lowe Lintas, on the Unilever business, she moved ...
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  6. 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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  7. Gouri’s Cereals: The Packaging Dilemma for the Challenger Brand

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 02/05/2017
    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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  8. 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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  9. Managing Brand Equity in the Digital Age: Croma’s Omni-Channel Retailing

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 30/07/2016
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT, DIGITAL MARKETING
    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 enhance ...
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  10. Bajaj V: ‘Heroic’ Bike and Unheroic Choices of Marketing?

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 22/06/2016
    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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  11. 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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  12. 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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  13. 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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  14. 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, DIGITAL MARKETING
    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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  15. 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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