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Brand-Celebrity
Conformance
-- Jagrook Dawra
and Kanupriya Katyal
In
this article, the authors aim to develop a scale along which
celebrity endorsers' personalities could be measured and
matched with that of a brand. The Principal Component Factor
Analysis has been employed to develop the scale. The examples
of Coke and Pepsi, and their endorsers have been studied
to elaborate the use of the scale, which can also be used
by practicing managers to invest in an appropriate celebrity
endorser.
©
2006 IUP . All Rights Reserved.
Employer
Branding: A Literature Review
-- Sanjit Kumar Roy
In
the new economy, the word that makes its presence felt most
in the business world is `competition'. The primary source
of long-term competitive advantage for a business firm or
an industry is its people. Human resource has to be handled
with great care in this era of cut-throat competition. Companies
are always on the lookout for a talented employee pool for
achieving and sustaining the competitive advantage in the
long run. But, there is a widening gap between the demand
and supply of future business leaders and competent employees.
It could be due to the lack of experiential learning and
lack of awareness among potential employees. Hence, it is
an uphill task for employers to attract the right kind of
workforce. Retaining the current employees is yet another
most talked about issue in the business circle. This is
the right time for the advent of a technique called `employer
branding'considered as the most effective strategy that
is fast gaining worldwide attention - which may act as a
differentiating factor for the employer who uses it effectively.
Effective employer branding is about building the overall
image of the organization, both internally and externally.
At all levels of building the image of the employer, it
requires involvement of the employees and their views on
continuous improvement in the organization. The tagline,
"employer by choice", is a popular device to attract
the best talents. Employer branding is a concept where the
recruitment process has to be managed in the same way as
customers are. It involves employees and customers, human
resource and marketing professionals. The success of employer
branding depends on the prevailing culture in the organization.
The employer brand image has its impact on the brand image
of the product/services.
©
2006 IUP . All Rights Reserved.
Brand
Management and P&G: Analysis
and Learnings
-- Saptarshi
Purkayastha
The
objective of this study is two fold. The first part of the
study deals with the evolution of Brand Management, while
the second part considers Procter and Gamble (P&G) as
the focal firm and tries to determine the various stages
through which brand management systems evolved in P&G.
The study examines the evolution of P&G strategies from
the 1930s till the beginning of the present century. It
discusses in detail the company's effort to constantly evolve
its brand management model in response to the changes in
the external environment, customer needs, and preferences.
The paper also examines P&G's major brand management
systems, such as the concept of `brand manager', the category
management model, the `glocal' branding strategy and the
`cohort' management strategy. It also explains the rationale
for a major restructuring exercise initiated by the company,
called `Organisation 2005', a six year long program; and
the distribution of the brand portfolio associated with
it. The study analyzes the brand management system of P&G,
the rationale for its changes with time, the evolution of
the new system, and the strategies resorted to; and collates
the inferences which could be of use for other organizations.
©
2006 IUP . All Rights Reserved.
Case
Studies
Mittal
Steel's Bid for Arcelor: Coming
Together of Equals or Making of an Unequal?
-- Mercy
Mathew
©
2006 IBS Case Devepolment Center.
All Rights Reserved.
Managing
Reputation: Wal-Mart vs. Starbucks
--
T Sushma
©
2006 IBS Case Development Center.
All Rights Reserved.
Book
Reviews
Asian
Brand Strategy How
Asia Builds Strong Brands
-- Martin
Roll
Asian
Brand Strategy provides insights, tools and practical step-by-step
guides that demystify the process and delivery of brand
development and management. It elucidates why boardrooms
and management teams in Asia must begin to improve the competitiveness
of their companies through branding. Martin Roll provides
a very compelling framework and a winning formula for this
process. The Asian Branding Strategy is particularly an
evidence that there is no longer any excuse for not building
strong Asian brands and delivering better shareholder values
across the region.
©
2006 Martin Roll. All Rights Reserved. IUP holds the copyright for the review.
The
86% Solution: How to Succeed in the Biggest Market Opportunity
of the 21st Century
--
Vijay Mahajan and Kamini
Developing
countries are experiencing rapid growth in population and
disposable income, and hence, are becoming the `lands of
opportunities' for many industries. There are dramatic differences
between the way in which companies operate in the developed
countries and developing countries. A completely different
set of strategies is required for achieving profitable growth
in these markets. But the path to success in these markets
will not be a cakewalk for companies. A fine balance of
innovation and tradition is required for successful operation
in emerging nations. The complexities and characteristics
of the emerging markets have to be understood deeply by
companies to frame their strategies accordingly.
©
2006 Pearson Education, Inc. All Rights Reserved. IUP holds the copyright for the review.
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