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The IUP Journal of Brand Management
ISSN: 0972-9097
A ‘peer reviewed’ journal indexed on Cabell’s Directory,
and also distributed by EBSCO and Proquest Database

Dec'17

Previous Issues

The IUP Journal of Brand Management is a quarterly journal that focuses on brand equity, brand image, brand extension, brand valuation and brand associations. IJBrM seeks to provide a platform for researchers in the field of brand management to publish their findings.

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Re-Examining the Meaning of Corporate Branding: Does Corporate Advertising Give Useful Insights?
Determinants of Brand Equity from the Consumer’s Perspective: A Literature Review
Challenges of Selling Luxury Motorcycle Brands in India
Growth of Patanjali Brand from Local to Global Market: A Study
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Contents
(December 2017)

Re-Examining the Meaning of Corporate Branding: Does Corporate Advertising Give Useful Insights?

--Olutayo Otubanjo and Chantal Epie

The paper re-examines the meaning of corporate branding from a conceptual and an interpretive methodological perspective through a two-stage process. The first phase is dominated by a semiotic deconstruction of corporate advertisements of four of the largest banks in Nigeria. The second engages customers of these banks in an interpretive interview process. A framework of narrow and broad discourses on the meaning of corporate branding is evolved. The discourses contend that the meaning of corporate branding, which is commonly conceived as an embodiment of promise, could also be understood as an expression of corporate personality—with the propensity to create meanings. This paper makes a departure from the usual positivistic approach to corporate branding by examining the meaning of this concept from an interpretive point of view. This gives an opportunity to examine what corporations, the custodians and owners of corporate branding, have to say about the meaning of the concept.

Article Price : Rs.50

Determinants of Brand Equity from the Consumer’s Perspective: A Literature Review

--Dhruv Brahmbhatt and Juhi Shah

Brand equity as a theoretical concept was born in the 1980s. Many authors have given their valuable opinion and views on this term, which differ from one another. As brand equity is closely related with brand loyalty and brand extension, it arouses intense interest among those in the branding business from a wide variety of industries. While there is no common viewpoint on the measurement and dimensions of brand equity, this paper makes an effort to identify the most common determinants and approaches to measurement of brand equity from literature. Majorly, there are two perspectives of brand equity: consumer’s perspective and financial perspective. This paper reviews only Consumer-Based Brand Equity (CBBE), which relates to consumer response to a brand name. It reviews the determinants of CBBE by drawing together strands from various conceptual and empirical studies made in this field.

Article Price : Rs.50

Challenges of Selling Luxury Motorcycle Brands in India

--Rekha Attri and Rahul Bairagi

The luxury bike market in India is still in its introductory stage. Since the first luxury bike was introduced by Harley Davidson in 2010, there have been a number of challenges being faced by the companies in establishing their foothold in the Indian market. This paper aims at studying the challenges faced by the manufacturers and dealers while marketing luxury bikes in India. The study was carried out by conducting in-depth interviews of 24 dealers and 15 company officials of different luxury bike brands in Tier I and Tier II cities. Various issues and business challenges faced by the manufacturers and dealers of luxury motorcycles in the Indian market have been highlighted. The findings of the study would help multinational companies identify the challenges of selling luxury bikes in the Indian market and devise marketing plans to reach out to potential customers and also work on those factors which enhance dealers’ satisfaction.

Article Price : Rs.50

Growth of Patanjali Brand from Local to Global Market: A Study

--Namrata Maheshwari and R P Sharma

Philanthropist Baba Ramdev is a renowned Yoga and Ayurveda guru and is a successful entrepreneur who has built his image through Yoga and later on captured the FMCG market through its young brand ‘Patanjali’. The unique selling proposition of the Patanjali brand achieved popularity from local to global market in a strategic manner. The purpose of this study is to understand the growth process of Patanjali Brand in India and in the international market. The study highlights the strategies of Baba Ramdev and Patanjali’s journey from local to global market through its distinct brand building approaches.

Article Price : Rs.50

 

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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management
Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.
International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

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