Strategic Brand Management - The Beginner's Guide

Introduction In india, celebrities are not treated as mere mortals, they're Idolized, especially the ones from the fields of Cricket and Bollywood. Hence in India, brands go out of their way to associate themselves with such celebrities. No wonder nearly 50% of the ads in India feature a celebrity endorser. Below are some answers to the basic questions that a brand manager might come across when it comes celebrity endorsements for the brand. Why does a brand need a celebrity? Can I do without celebrity? Currently, in every category in any given market, be it urban, semi-literate or non-urban, there's a very high proliferation of local, regional and international brands, who are jostling for space, fighting to get one-up over its competitors. At such times, celebrity-brand association provides the brand to: Break the clutter, stand out visually and create a distinct differentiation Enhance or change a brand's existing positioning Gain fresh equity, credibility or ...

Diverting a bit from the usual subject that my blog usually deals with, I really wanted to cover some of the interesting social media campaigns that I read about on the web in the year 2013. Though not necessarily in any particular order, below is the list of the campaigns I put together from the web. “ Lootera ” promotional campaign  The Vikramaditya romance drama starring Ranveer Singh and Sonakshi Sinha set in the year 1953, brought a bit of the 50s era onto the social media platform by introducing Facebook apps like 'Lootera Radio', 'Vintage Camera' and 'Lootera Talkies' . Fans could listen to the film's songs by changing the frequencies on the 'Lootera Radio' app, which was designed like a Radio, which was quite a big deal in the 50s. Another app, 'Vintage Camera' let the users apply vintage filters to their images. Also, to give the fans an experience of the movie talkies of those years, another Facebook app called 'Looter...