+ Batch Subject: (BMM class of 2015) BRAND BUILDING Year (TY)
Faculty Name: Vishal Desai
India’s premier M-school
Lesson # 8 BRAND STRATEGIES
Deviprasad Goenka Management College of Media Studies (dgmcms.org.in)
+ TYPES OF BRANDING STRATEGY: Product Branding/Multi-Brand strategy: In multi-branding strategy the brand is:
• Promoted exclusively so that it acquires its own identity and image and stand on its own
• Allowed to acquire differentiation and exclusivity
• Targeted accurately to a distinct target market or customers because its positioning can be precise and unambiguous
India’s premier M- school P&G D
N Head & Whisper A Ariel Tide Pantene Camay Vicks Old Spice Shoulder R B T E K
R Detergent DetergentShampooShampoo Soap Sanitary Balm After Shave A Napkin M N O I Whiteness Dandruff Clear Sign of
T Cream Hygienic
I High-Tech Healthy& no other shampoo blocked manliness S Detergent shiny hair soap protection
O can deliver with micro nose P ZPTO
India’s premier M- school + As is evident from the figure P&G has been follower of the multi-brand strategy
A mega company like HUL also has been an adherent of multi branding
For example:
• HUL’s Soap category
• In terms of positioning
• Lux – beauty soap of filmstars
• Lifebuoy – soap that fight against germ and promotes health
• Rexona – a gentle soap with natural oils to have a good effect on skin
• Liril – freshness soap
India’s premier M- • Same applies to HUL’s detergent and shampoo school categories + Benefits of Product branding: 1)It creates multiple brand entities which is uniquely positioned and directed at a particular segment
For example
• HUL’s detergent brand – Surf Excel, Rin and Wheel offer all possible price points, benefits and utilities linked to different sub-markets
2)A new product is not likely to send negative feedback and associate the brand with the burden of failure
India’s premier M- school + 3)A company following multi-branding is better positioned to venture into unrelated product categories
4)Obtaining, greater shelf-space and leaving little for competitor’s products
5)Saturating a market by filling all price and quality gaps
6)Catering to brand switchers users who like to experiment with different brands
7)Keeping the firm’s managers on their toes by generating internal competition
8) Organization who use a multi-brand strategy acquire greater market share than they could with fewer brands
India’s premier M- school + Drawbacks of Product branding: 1)Creating individual brands is a costly exercise
2)The new brands do not exploit strength of a company or its existing brands
India’s premier M- school +Line Branding: Line in the context of product mix refers to various product lines that a firm may have in its total portfolio
For example:
• Philips – line extension has T.V, video and audio, personal care, communication and household appliances
The brand appeals to distinct market segments who appreciate and like the brand
Now the customers do not tend to be contended with one product which the brand offers
Line extension is generally followed for complimentary products.
India’s premier M- school + Consumers want complimentary products which go hand in hand with the brand concept or application.
For example:
• L’Oreal user wants the brand to offer all contemporary products which enhance beauty – body lotion, deep pore cleansing lotion, lipstick, nail enamels, eye liner,etc
The products in the line draw their identity from the main brand
Marketing products as a line under a common brand improves the brand’s marketing power rather than selling them as individual brands
India’s premier M- school L’ Oreal Group
L’ Oreal
Nail Powder Lipstick Eyeliner Foundation Enamel Compact
Products share common concept, complement each other
India’s premier M- school + Range Branding / Mixed Branding: Line branding restricts the brand’s expansion into nearby territories of complementary products, which complement or support the main product’s usage
All the products share a common promise which stems from the firm’s or range brand’s area of competence
The product are tied together by a single brand concept
For example:
• Nestle uses its Maggi brand for its range of fast food – Maggi noodles, sauces, soups, pastas,etc
India’s premier M- school Himalaya Drug Co.
Area of Ayurvedic Concepts Competence Or expertise
Skin Care Health Care Body Care Hair Care Lotions, Face Wash, Ayur Slim Capsules Antiseptic Cream Cleanser Creams Daily health Pain Balm Anti- Dandruff Capsules Muscle and Joint Cleanser Digestive Capsules Rub Hair Conditioner Cough Syrup Hair Vitaliser India’s premier M- school + Benefits of Range Brand Strategy / Mixed Branding:
1)It helps in the formation of brand equity
2)The brand can easily embrace other new products which are consistent with the brand, reducing the cost of introducing new brand in the market
India’s premier M- school + Limitations of Range Brand Strategy / Mixed Branding:
1)The brand can become weak due to overstretching if the brand tends to hang large number of products on it
India’s premier M- school + Umbrella Branding Strategy:
Umbrella branding has been particularly favored by the companies of the East
For example:
• Korean giant LG uses its name on the product like microwaves, refrigerators, computers, television, air conditioners
• Philips, GE and Canon also follow umbrella branding
• Indian business houses – TATA and Bajaj
India’s premier M- school PHILIPS
Television Irons
Lighting Mixers
Hi-fi Music Monitors system
Medical Shaver equipment
Phones India’s premier M- school +Benefits of Umbrella Branding / Multi – Product Branding Strategy:
1)Umbrella branding is an economical strategy as investing in a single brand is less costly than trying to build a number of brands
2)Using an umbrella brand to enter into new markets allows considerable saving
For example:
• TATA making a foray into the automobile car market
3)Umbrella branding may even make sense in the current marketing environment characterized by information overload and brand proliferation
India’s premier M- school + Drawbacks of Umbrella Branding / Multi – Product Branding Strategy:
1) It is not a consumer consistent strategy
2)With time, market fragments and gets divided into smaller sub-segments
3) Each segment presents its own unique structure of needs and buyer preferences
4) A specialist brand may be needed for precise targeting of a particular segment
India’s premier M- school + 3)A failure in one product category may influence other products/brands because of shared identity
For example:
• If Samsung refrigerators are discovered to be faulty, the message about its defect would travel to other quarters, impacting the brand’s performances in categories like air conditioners, TV and monitors.
4)Umbrella branding is difficult to stretch vertically
For example:
• Maruti Suzuki’s attempt to go to the upper segment with its ‘Baleno’ range did not yield good results
India’s premier M- school +Source / Double branding:
Source brand strategy combines the firm’s name with the product brand name
It is hybrid of umbrella brand and product brand strategy
The product is given a brand name and it is combined with the name of the firm
For example:
• Pulsar – name of the bike
Bajaj – the company name behind it
Both the name enjoys equal importance and are given equal status in the brand’s communication
India’s premier M- school Maruti Suzuki
Maruti Maruti Maruti Maruti Alto Wagon-R Ertiga Stingray
Maruti Maruti Maruti Zen Celerio Ritz
India’s premier M- school + Benefits of Source Branding:
1)The firm’s name brings its equity to the product
For example:
• When Bajaj name is added to a new brand, immediately Bajaj’s repertoire of associations are transferred onto the product
2)The second name provides an opportunity to add something unique to the brands by customization or personalization
India’s premier M- school + Drawbacks of Source Branding:
1)The company image becomes the limiting factor in this branding approach
2) When the product categories are different, double branding may not be the correct strategy
India’s premier M- school + Endorsement Branding:
Endorsement brand strategy is modified version of double branding
It makes the product brand name more significant and the corporate brand name is relegated to a lesser status
The umbrella brand is made to play an indirect role of passing on certain common generic associations
It is only mentioned as an endorsement to the product brand
By a large, the brand seeks to stand on its own
Unlike the product brand, endorsement brand discloses the identity of the maker, making it a small part of the brand India’s premier M- school + The brand gets the an endorsement that it belongs to specified company
For example:
• Kit Kat gives a signal that it is a Nestlé’s product
• Cinthol’s communication stresses that it is a Godrej product
• Dairy Milk is Cadbury’s brand
India’s premier M- school Cadbury’s
Cadbury’s Cadbury’s Cadbury’s Cadbury’s Eclairs Bournvita Five star Crackle
Cadbury’s Cadbury’s Cadbury’s Perk Dairy Shots
India’s premier M- school + Endorsement branding strategy allows the brand the freedom to take an independent direction
Unlike the source brand strategy, in endorsement strategy the firm’s name sits back as an assurance of quality
Thus, endorsement branding strikes a delicate balance between umbrella and product branding
The marketers can subtly transfer the corporate brand’s equity and at the same time enjoy the freedom to the venture beyond immediate product boundaries
Therefore, while endorsing a product brand, care must be exercised in finding consistency
Otherwise the endorsement may just be perceived as hollow
India’s premier M- school + For example:
• Nestle burnt its fingers when it launched Mithai Magic
The product failed as it did not go down well with the Nestle endorsement
India’s premier M- school + Private Labels / Store branding:
Products marketed by retailers and other members of the distribution chain
Private labels can be called store brands when they actually adopt the name of the store itself in some way
For example:
• Stop brand of clothes by Shopper’s Stop
India’s premier M- school + Private label brands typically cost less to make and sell than the national or manufacturer brand with which they have to compete
Thus, the benefit to the consumers of buying private label and store brands is often cost saving
Whereas, the benefit to retailers selling private label and store brands is their gross margin which is relatively higher as compared to national brands
India’s premier M- school +Brand Architecture Objectives: Creating power brands
Strong logo design offering that synchronies with the consumer’s logic and emotions, providing effective differentiation
Creating synergy
Well-developed brand architecture provides the synergy of logo design, reinforcing associations, which in turn results in cost efficiencies
For example:
• Gillette uses the common thread of providing “the best a a man can get” in terms of quality and speed across all product categories
India’s premier M- school + Providing clarity in product offering
This is necessary to ensure a clear-cut identity among consumers
Leveraging Brand Equity
Make the logo design work harder by increasing the impact
One way is through brand extension
A major function of brand architecture is to provide a strong framework to deal with brand extension opportunities
Planning future growth
Brand architecture should plan for the brand’s future
India’s premier M- It must be the foundation for making strategic school advances in the marketplace + The Monolithic Structure
This is employed when a firm uses its corporate brand name on all products or services
For example:
• Tata, Philips, Samsung, Videocon, Toshiba
The Fixed Endorsed Structure
In this the corporate brand remains all powerful but the product is also given a name
It is a slight extension of the monolithic structure
India’s premier M- school + By giving the product a sub-brand, some differentiation is achieved
For example:
• Fiat - Uno, Fiat - Siena, Fiat - Trend, Fiat - Palio
• Maruti Suzuki - Esteem, Maruti Suzuki - Zen, Maruti Suzuki - Wagon R
The Flexible Endorsed Structure
In this format the corporate brand remains visible but it takes the back seat
The product brand is given the front seat
The sub-brand is hero to the customers
India’s premier M- school + It achieves greater autonomy and identity
For example:
• Godrej endorses all its product brands which are most visible and dominant – Cinthol, Ganga, Fair glow, No.1
• Hamdard – Rooh Afza, Pachnol, Sualin
The Discreet Approach
Here the product becomes a standalone brand
It is given its own due identity and status
The corporate name does not back it up
For example:
• India’s premier M- P&G employs this strategy – Pampers, Whisper, school Pantene
• ITC – Wills, Gold flake +BRAND ROLES IN THE BRAND PORTFOLIO: In a brand portfolio, each brand should be unique and should result in maximizing the equity of all the other brands in the portfolio and/or should not harm the equity of the other brands
Each brand has to be unique and should cater to different segment in the market
Therefore, while devising a brand portfolio, marketers need to be careful and come out with brands that maximize the coverage of the market and minimize the overlap between brands, so that threat of cannibalization is minimized
India’s premier M- school + An organization can launch new brands either to satisfy a particular need of the target market or to offset competition
This result in brands playing a specific role in the portfolio of brands of an organization
Brands can play the following roles:- 1) Flankers 2) Cash cows 3) Low-end entry 4) High-end prestige 5) Strategic Brands 6) Silver Bulltets 7) Linchpin Brand 8) Sub-brands
India’s premier M- school + Flankers:
A flanker brand is a new brand introduced into the market by a company that already has established brand in the same product category
The new brand is designed to compete in the category without damaging the existing item’s market share
This strategy is also called fighter branding or multi- branding Eg:- Nirma v/s Wheel, Micromax v/s other mobile brands
India’s premier M- school + Importance of flanker branding
It allows a company to attract new customers from various market segments
The main brand of a company’s portfolio should target the market segment containing the most customers
Another brand can then be positioned to convert users from other market segments by using different set of benefits or product characteristics
For example:
• P&G – Tide is an extremely successful laundry detergent
In order to appeal to consumers who desired a lower - cost detergent , P&G introduced Cheer
India’s premier M- school + Advantages:
Gain more shelf space for the company, which increases retailer dependence on the company’s brands
Capture “brand switchers” by offering several brands
Protect the company- giving a product its own unique name means it will not be readily associated with the existing brand. This reduces risk of damage to the existing brand and/or company if the product fails
Companies with a high-quality existing product can introduce lower-quality brands without diluting their higher-quality brand names
India’s premier M- school +Cash Cows:
Some brands may be kept around despite dwindling sale because they still manage to hold on to a sufficient number of customers and maintain their profitability with virtually no marketing support
For example:
• Colgate has come out with Colgate Gel, it still sells the Colgate White toothpaste
Brands with significant customer bases that require less attention than other brands
The role of cash cow brand is to generate resources that can be invested in other brand for future growth
India’s premier M- school + Lower-end entry and high-end prestige brands: Many brands introduce brand variants in a certain category that vary in price and quality
These brands leverage associations from other brands while distinguishing themselves on the basis of their price and quality
The role of a relatively low-priced brand in the brand portfolio often may be to attract more customers to the brand franchise
For example:
• Volkswagen introduced Polo with an idea of bringing new customers into its brand franchise with the hope of later moving them up to higher priced models of automobiles
India’s premier M- school Flankers: Cash Cows: For example: For example: Colgate, Singer sewing Wheel & Rin (Unilever), Machine and Sunlight soap of Unilever
Low-end entry: High-End Prestige For example: For example: Lucera brand of jewelry from Nakshatra and D’Damas Gitanjali Group, Wheel for jewelry from Gitanjali group, Unilever, Tata Nano Surf Excel from Unilever, Cadbury’s Dairy Milk Silk
India’s premier M- school + Strategic brand:
Can be a ‘currently dominant brand also called megabrand, which can maintain or grow its position, or a small brand that is projected to become a major one
Thus, a strategic brand represents a meaningful level of profit and sales in the future
Eg: Pepsi or Thumbs Up
India’s premier M- school + Linchpin brand
• As the name suggest, is the top brand or the key player
• It provides a source of differentiation and indirectly influences customer loyalty
For example:
• Dairy Milk is a linchpin brand for Cadbury
India’s premier M- school + Silver Bullet:
A silver bullet is a sub-brand or branded benefit that is employed as a vehicle for changing, or supporting the brand image of a parent brand
Because a silver bullet has a role that extends beyond supporting its own business, it deserves extra resources allocation in the form of advertising / or product development
For example:
• Sony Walk-Man – supports innovative miniaturization identity that is central to Sony
• Vodafone Tuesdays, Airtel Hello Tunes.Mc Donald’s Happy Meal
India’s premier M- school + Branded Benefit As Silver Bullet:
• A branded benefit can also play a silver bullet role by supporting the image of the brand to which it is attached
• Thus it can do more than help communicate a functional benefit
India’s premier M- school + Sub Brands:
Sub brands are brands that are connected to the parent brand and supplement or modify the parent brand’s association
The parent brand provides the ‘primary frame of reference’ and the sub-brand provides the attribute association
For example:
• Titan Raga, Tata Sonata,Titan Nebula,etc
India’s premier M- school + Sub-brands are further graded into the following
Sub-brands as co-driver –
• Where the endorser brand and the sub-brand both play a major role
For example
• Nestle Kit Kat – both Nestle & Kit Kat have strong brand equity
Master brand as drive –
• Here, the parent or Masterbrand primarily drive the success of sub-brand
For example:
• HP DeskJet printer – where primary driver for the sub- India’s premier M- brand, is the parent brand name HP school +BRAND LICENSING:
Licensing involves contractual agreement whereby firms can use the name, logo, character, and so forth of other brands to market their own brands for some fixed fees
Essentially, a firm is “renting” another brand to contribute to the brand equity of its own products
Entertainment licensing has been a big business in the recent years
Successful licensors include movie title, logo, comic strip character, television and cartoon characters
For example:
RaOne, Krissh, Tom & Jerry, Chotta Bheem, India’s premier M- Angry Birds school + Merchandise Licensing industry
. Worldwide is estimated at $187billion but in India it is still at nascent stage
. The emergence of organized retail in India has set the pace for new collaborations between Licensors and Indian business houses
. Licensing of brands, designs, characters and celebrities is now becoming popular in India – used as jewellery, apparel, lifestyle accessories, toy, gifts, games etc
India’s premier M- school + Benefits of Licensing For Brand Owners:
Allow entry into new categories and businesses in which the company may not have core competency
Provides broader retail presence
Generates new, ongoing revenue streams at minimal increment cost
Protects the trademark through registrations and actual use
India’s premier M- school + Benefits of Licensing For Brand Licensees:
Ease of entry into new product categories or price range
Alternative to significant investments in brand building
Better bargaining power with retailers
Build competitive advantage
India’s premier M- school + Disadvantage
One danger in licensing is that manufacturers can get caught up in licensing a brand that might be popular at the moment but is really only a fad and produces short lived sales
India’s premier M- school + Corporate trademark licensing:
One of the fastest growing segments of the licensing industry
Is the licensing of company name, logo, or brand for use on various, often unrelated products
In licensing their corporate trademark, firm may have different motivation, including generating extra revenue and exposure, or enhancing their brand image
However, the risk is that the product will not live up to the reputation established by the brand
Inappropriate licensing can potentially dilute brand meaning with consumers and marketing focus within the organization
India’s premier M- Eg: Maruti Suzuki,Hero Honda,Parker Pens by school Luxor +CHOOSING A BRAND STRATEGY: The six strategies discussed above can be labeled as generic strategies of branding
Each one is driven by its own internal structure and logic
The benefits and constrain flow accordingly
One cannot make a blanket judgment about any strategy being the best
Each strategy comes with its own pros and cons
Therefore, the branding strategy decision cannot be automatic
It must be preceded by a systematic analysis of a India’s premier M- school brand’s strategic challenges and a firm’s strengths and weaknesses + Firms can adopt multiple branding strategies depending upon their requirements
For example:
• Nestle – adopts, by and large , an endorsement brand strategy for all its products
• Within the endorsement framework, Maggi takes as an umbrella brand role for its range of products
It is hard to generalize as to which brand strategy is appropriate
But the choice of the strategy needs to be used on a thorough understanding of what each of the branding strategy stands for and what are its intentions
India’s premier M- school +Factors for Selecting Branding Strategy:
1)Market Size
• When market size is smaller and is not growing, achieving critical mass is difficult
• In such situations a branding strategy which takes assistance from an established name may be more desirable
2)Competition
• Implies how fiercely the market is contested
• Brands need to shift from generality to specialty
• Specific customer benefits or personality focus needs to be achieved
India’s premier M- school +• Accordingly, branding strategies which are tilted in favor of individual brand’s identity creation may be more appropriate
3) Resources
• Product branding is definitely not an option for a resource starved firm
• Product branding firms like P&G, HUL, etc have deep pockets
• They have resources to create and support product brands
• While the firms in Eastern side of the globe heavily banked upon umbrella branding. These firms, instead created a common equity pool to be used and exploited by products in their portfolio
India’s premier M- school + 4) Product Newness:
• Today’s market environment is characterized by brand proliferation
• When a marketer wants to add a new product which is characterized by its own uniqueness in terms of benefits or attributes, using common brand name is not desirable
• The appropriate branding strategy under these circumstances is not to follow umbrella branding, but to mow towards product branding which concentrates on differentiations
• Brands can evoke a mid-route by combining company name with product name to avoid confusion and establish clarity of image
India’s premier M- school +5) Technology / Innovations:
• Product innovation sometimes embody new technology
• Innovation brings uncertainty, both for the firm and the customers
• Firms marketing innovation have to attend to two tasks:
1)To insulate brand equity in case the innovation fails
2)To communicate its innovativeness
Eg: Kent RO Water Purifier.
Kent Ozone Veg & Fruit Purifier
India’s premier M- school +6)Nature of the product:
• A brand name could be based on functional or attribute of the brand
• The functional brands are rigidly defined by their functions / attributes. Eg: Ezzee conditioner for woolen clothes
• This limits their ability to be globally extended to categories placed at a distance from their core
• However, some brands allow greater scope for umbrella or source branding Eg: Kingfisher and Godrej. v/s Unilever and P&G
• Product category also has to be considered for branding strategy Eg: Tea cannot be given brand name like
Wheel Tea or Cinthol Tea India’s premier M- school +7)Customer Sophistication:
• In different geographic markets, customer sophistication with respect to product class may vary
• Sophisticated customers who appreciate differences among the product within a class are not be dealt with umbrella branding
• The differentiation must be accounted for by the branding strategy
• Greater customer sophistication makes umbrella branding an inappropriate option
• The branding strategy must focus on category differentiation as it exists in customer’s mind
India’s premier M- school +BRAND HIERARCHY:
“A brand hierarchy is a means of summarizing the brand strategy by displaying the number and nature of common distinctive brand elements across the firm’s product’s, revealing the explicit ordering of brand element”
India’s premier M- school The corporate or the parent Company brand brand of the organization (General Motors) A portfolio of products under Family Brand one brand, generally within one product category ( Chevrolet)
Individual Brand A specific product in that line or a sub-brand (Beat)
Modifier An individual and unique item or a special class (GLX)
Different levels of the hierarchy of General Motors India’s premier M- school + Kapferer Branding system is developed by one of the Europe’s leading branding expert Jean-Noel-Kapferer
This hierarchy involves moving from top level to the bottom level introducing more brands at each succeeding level which may be easily represented as follows:
1)Corporate (or company) brand (GM)
2)Family Brand (Chevrolet)
3)Individual Brand (Optra)
4)Modifier (GLX)
The highest level of hierarchy always involves one brand – the corporate or company brand
India’s premier M- school + Some brands highlight their parent company’s name in a subtle manner.
For example:
• P&G owns Vicks, Whisper, Ariel etc – but does not uses its corporate name in any of its line business
Some other firms combine their corporate brand name with family brands or individual brands
For example:
• Reliance – Reliance Communications, Reliance Energy etc
India’s premier M- school + Finally, in some other cases, the company’s name is virtually invisible and, although technically part of the hierarchy, receives virtually no attention in the marketing program
For example:
• Big Cinemas – a division of Reliance Media Works Ltd
At the next lower level, a family brand is defined as brand that is used in more than one product category but it is not necessarily the name of the company or the corporation itself
For example:
Kissan Jams, Sauces, Fruit Crushes, etc
India’s premier M- school + An individual brand is defined as a brand that has been restricted to essentially one product category, although, it may be used for several different product types within the category
For example:
• Haldiram’s - Namkeen, Chips, Bhujia Sev, etc
A modifier is a means to designate a specific item or model type or particular version or configuration of the product
For example:
• Lay’s – regular and baked chips
• Amul – ‘Pasteurized Unsalted’, ‘regular’, and ‘Lite’ versions of butter
India’s premier M- Different level of the hierarchy may receive differentschool emphasis in developing a branding strategy +BRAND PRODUCT MATRIX:
Product Mix
Brands 1 2 3 4 Brand Line A
B
C
D
Brand Portfolio/Product Line
Product Assortment India’s premier M- school + Brand Line:
1 Row of the matrix (original + Extensions)
Brand Portfolio /Product Line
1 Column of the matrix ( set of all brands in a product category)
Product Assortment:
Entire Matrix
India’s premier M- school Brand-Product Matrix
Product Mix
Detergent Shampoo Soaps
Product Breadth/Width (No. of product lines)
Average Depth Product Line Length = Total Variants/ No. of products in product line Total Brands
Product Assortment
India’s premier M- school HUL Detergen Soaps Hair Food Bevera Oral Skin ts Care ges / Care Care Ice Cream s Wheel Liril Clinic Plus Kissan Taj Close-up Ponds Mahal Tea Rin Breeze Sunsilk Knorr Taaza Pepsoden Fair & t Lovely
Surf Excel Rexona Dove Annapurna Lipton
Comfort Lux All Clear Bru
Vim Pears Tresemm Kwalit e y Walls Cif Ponds
Sunlight Lifebuo y Dove
Hamam India’s premier M- school + A brand-product matrix helps to highlight the range of products and brands sold by a firm
To characterize the product and branding strategy of a firm one useful tool is the brand –product matrix
A graphical representation of all the brands and products sold by the firm
It helps identify Gap Areas which can be entered by launching new brands/products.
India’s premier M- school + Corporate Branding
Aaker defines a corporate brand as a brand that represents an organization and reflects its heritage, values, culture, people and strategy.
India’s premier M- school +Difference between Corporate and Product Brand
Shift in focus from product branding to corporate branding
Organizational culture and health comes to fore
From customer focus to stakeholder focus
Branding responsibility shifts from brand management team to corporate communications team
Product brands live in the present where as corporate brands live in the past, present and future
India’s premier M- school