The Hindu Business Line : Brand building is a continuous process

Interestingly, brand building starts right from child birth, in the form of child’s cries to seek the attention of the parents, especially the mother, he told the students of business management at Malla Reddy College of Engineering and Technology (MRCET).

Advertising, especially brand building, has emerged as a challenging proposition with the explosion in the media. The emergence of new media – mobile and Internet have opened up new avenues, Mr Vijay Kumar said, while delivering a lecture on `Contemporary Trends for Brand Building’, organised by the Business Line Club recently.

Another dimension that has been added in the past decade is the appeal international products have brought to a growing number of Indians. The rapidly growing diversity and choices in the market, especially in consumer products from abroad, have increased the role of branding to attract the customer, he said.

Illustrating his talk with visuals from a range of advertising campaigns and products, Mr Vijay Kumar said the importance of pictures, the background, the people (especially celebrity endorsements) has grown considerably.

He felt use of celebrities and the products endorsed should be judicious and credible. For example superstar Amitabh Bachan today endorses several products from hair oil to Reid and Taylor with credibility, he said.

Referring to contemporary trends, Mr Vijay Kumar said there is the emotional route, sequential advertising, audience involvement, killing brands/ads etc that can be broadly cited.

While brands appealing to the emotional factor would be the Hamara Bajaj or Union Bank of India (Taxi to railway station); sequential advertising would be the ponds...airport, or Airtel…train ads. The killing brand ad, he illustrated with the Nerolac classic ad Har ghar ko being replaced with a new one now.

Dr M. Komaraiah, Director MRCET and Prof. K.R.K. Murthy, Head of the Business Management Department, while welcoming the initiative by Business Line Club explained the course structure and activities of the college. Mr P. Ranga Reddy, Regional General Manager, detailed the activities of the Club to help business management students interface with industry professionals.

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