Prof Amitava Chattopadhyay, the L'Oreal Chaired Professor in Marketing - Innovation & Creativity, and Professor of Marketing at INSEAD, will be conducting a one-day 'Thought Leadership Series' workshop on 'Building Strong Brands' in Bangalore on November 17.
Chattopadhyay is an expert on branding. His research has focused primarily on branding and marketing communications. He has also written about creativity and its role in the success of the new product development process. Chattopadhyay's work has appeared in several journals.
According to Chattopadhyay, brand image of a company and what it stood for in the minds of prospective (and current) customers and employees ultimately determined success. There is immense potential for brands to be recognised globally by identifying their inherent strengths and leveraging them into survival strategies.
"To successfully build a brand is to communicate your key value proposition to the key customer segment, and do so in an integrated and consistent way," maintained Chattopadhyay.
Srinivas Thummalapalli, Director, TÜV Rheinland India, which is organising the workshop, said, "In order to stay ahead, Indian companies need to build on intangible assets, and this is where branding assumes greater significance. Competitive Indian companies need to move beyond cost advantage and process discipline and invest in building global brands to decisively win markets against well-entrenched global players or even players from low cost economies for that matter."
TÜV Rheinland is one of the world's largest and most successful professional services companies. TÜV Rheinland India provides thought leadership on enhancing global competitiveness of the Indian IT/ ITES industry.