Mr. Nitish Rai Gupta, ‘Marketing & Brand’ management professional and Head of Innovations, Yum Brands, conducted a very well received “Brand Equity” workshop at JRE Group of Institutions, School of Management on 24 November, 2013

The workshop presented a holistic view of how a brand strategy is formed in an organisation with real life examples of brands including Nike, Dove, Tide, Sprite, Ariel, P&G, DHL. The students really appreciated the way the instructor connected theory with actual situations and helped them to understand how a CMO uses key concepts in the real world. The examples used highlighted the different types of strategies used to create and strengthen brands and how, in some situations brands can turn weakness into strengths.

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“Brand Equity” was defined as the premium that a company realizes from a product with a recognizable name as compared to its generic equivalent, and companies create brand equity for their products by making them memorable, easily recognizable and superior in quality and reliability through marketing campaigns.

The workshop covered the following:

• Competitive Landscape

• Brand Focus Audience

• Brand Insights

• Brand Core Benefits

• Reasons to Believe

• Brand Personality

• Brand Key Properties

• Brand Essence

The workshop was followed by a Brand Building Exercise, conducted in groups. The students actually built a strategy framework for the following 5 brands: Nike, Dove Bar, Olympics, Axe and Starbucks.


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