Top Story

e4m_logo.png

Home >> Media - Others >> Article

CII Brand Summit kicks off in Chennai

18-February-2005
Font Size   16
Share
CII Brand Summit kicks off in Chennai

The third edition of the CII Brand Summit started off in Chennai on Thursday, on the theme "Connecting with the Consumer in the Changing Brandscape".

Delivering the welcome address at the summit, Shobana Kamineni, Chairperson, CII Southern Region and Director, Apollo Hospitals, Chennai, said, "CII is championing the cause of creating the global Indian brands. That is the primary objective of us being here today."

N Murali, Chairman of the summit and Joint Managing Director, The Hindu, said that the concept of the brand summit was first conceived in Chennai in 1997, and now after a gap of five years the Summit had returned to Chennai. On the theme, he said, "With increasing clutter in the brandscape and a dynamic market it was imperative that brands devise ways to acquire, retain and sustain a connect with the consumer because the consumer remains at the heart of all brand management."

Eric Joachimsthaler, CEO, Vivaldi Partners, USA, described the transition from the classical approach to Brand Leadership to the modern through his presentation citing examples of Harley, HP, MasterCard, Nike, and Orange, among others. He underlined the importance of clarity in defining the brand personality and attitude. "When you define a personality for our brand, you separate the people who you want buying your brand from those you don't. It is okay to be hated, even, than not having a personality at all," he said.

Highlighting the significance of brand building for the Indian industry, Joachimsthaler observed that India being a country with the second largest numbers of brands in the world, and with over 60 per cent of all sales accruing from low-income and lower-middle income groups - was a market to watch out for.

Other speakers in the first two sessions of the day included Prof.John Harris, Director, Development Studies Institute, London School of Economics, Phiroz Vandrevala, Executive VP, TCS.

The post-lunch session lived up to its promise of engaging the audience on 'The Changing Consumer'. Among the speakers were A Satish Kumar, MD-Henkel Spic, Santosh Desai, President, McCann Erickson India, Sarang Panchal, ED, AC Nielsen India, and Rama Bijapurkar, Strategic Management Consultant.

Bijapurkar emphasised on the importance of consistently creating a value-advantage through the brand. Panchal said that the current SEC system was being worked on to evolve a new system to understand the demogrpahics of markets. "We are working alongwith leading research and corporate houses to create a new and acceptable system of Socio-Economic classification in India," he said.

Madhukar Sabnavis, Country Manager - Planning, O&M addressed the gathering on changing consumer behaviour and how brands needed to react. Through a recorded video message, John Shaw, Director - Startegy & Planning, O&M Hong Kong, spoke on the same topic.

The last session of the day was a panel discusion which saw Lalita Gupte, Jt MD, ICICI Bank, Mr.David Friedman, MD & President, Ford India, and Mr.Dilip Kumar, President, Hi Design share experiences in building their brands on the theme "Integrating Brand and Business Strategy." In this session moderated by Anita Gupta, Sr VP & GM, JWT, Chennai, the speakers explained the cases of their own brands. "If you want to create a good brand strategy, it needs to be in sync with your overall business strategy" said Gupte, who added that the ATMs, which were conceived and rolled out as a service expansion measure had in fact helped branding through visibility.

Tags

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems