The second round of the National Brand Summit, organised by the All India Management Association (AIMA), was conducted in Mumbai to discuss issues pertaining to branding, its new avatars and the need for brand managers to adapt and change policies to suit the ever changing requirements of the market. Harish Bijoor, Founder of Harish Bijoor Consults Inc., directed the summit, while Romit Chaterji, Senior Vice-President, Corparate Affairs, Tata Services, was the Chief Mentor.
The summit kicked off with the definition of ‘brand’ and what it meant to an enterprise. The other topics that were discussed included ‘Branding needs for different categories’, ‘Clonal branding and its ineffectiveness in terms of branding for varied categories’, ‘Internal branding’, ‘Building brands that are larger than life’, ‘Building the brand cascade experience’, ‘Brand shift management in shifting focus from proprietary to proprietary retail points’, and ‘Branding by 2010 – Exploring the challenges and joy of new branding’.
At the end of the session on day two, speakers elaborated on how the old techniques of branding had become redundant, from the early days of promoting a brand through a loud speaker, to the modern way of using the Internet and blogs while creating communities for consumers.