A simple question is often asked in a Marketing class, “What is a Brand”?
On the 4th of August, Dr Tapan Kumar Panda addressed the PGP-1 and PGP-2 students of T. A. Pai Management Institute and rendered an interesting talk on “Branding”.
Dr. Panda is currently the President, Marketing & Corporate Affairs of Everonn Education Limited, Chennai. He holds a Ph.D. in Business Administration on “Brand Personality as a Competitive Advantage”. He has an academic experience of over 16 years and has taught at various prestigious B-Schools like IIM-I, IIM-K and IIM-L.
He narrated his previous assignments which included popular brands like LG, Woodland, Axis Bank, etc. He explained the complex aspects involved in branding by associating them to simple examples. Stressing on the role of Indian housewives, Dr. Panda said that they are the most intelligent of the entire consumer segment. In mid ’80s, through the woman in the Surf Ad “Lalitaji”, for the first time an Ad depicted the independent decision making capability of Indian women. This was a revolution in the then male dominated Indian society.
Another simple and most impactful branding concept that Dr. Panda stressed on was the Brand ‘Wheel’ of HUL. It was the first time when Unilever moved from its usual implementation of a global strategy to local strategy and going for the reverse. In a series of TV ads, the various values associated with Wheel were showed. These values included: 1. “Safai” for functional value, 2. “Jalan” for Sensory value, 3. “Izzat” as Ego-satisfaction, 4. Social Value and 5. Conditional Value.
As per the current trends, consumers now seek convenience in every aspect of their life. Hence branding of Maggi has been done in such a manner that now Maggi has been moved from a Lifestage product to a Lifestyle product.
Through the brief session of one hour, Dr. Panda encapsulated the vast experience he has in the field of Branding and presented it in the most simplistic yet detailed manner. Not just the students of PGP-2 but also the new PGP-1 students got an insight into the exciting and challenging world of Brand Management.
– Marketing and General Management Forum