Reme
mber the good ol’ days when familial bonds formed the crux of your emotional anchorage. Mom’s kisses, sister’s squeezes, father’s pats and spouse’s hugs served as iconic shields that protected in failure & loneliness and stood solidly by to partake your success & happiness. Not any more. In today’s fiercely lonely world (moulded by the combined might of capitalism and globalisation) the role of that loving confidant has been taken over by brands. Big or small, necessity or luxury; the clutch of brands that define daily lives have become a lifeline for millions across the globe. Feeling low? Tune into your Apple iPod; got a raise? Time to go in for that new Sedan from the Toyota stable. Throwing a bash? Better have some grub ordered in from Pizza Hut. Don’t forget the Bacardi; an at-home movie screening deserves a Sony home theatre; celebration time? Cadbury; worried about your future, there’s Prudential! In an increasingly isolated world, where investing in relationships is fast becoming a headache, investing in brands has become the simplest solution for those on the driving seat of their lives and careers.
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Source : IIPM Editorial, 2008
mber the good ol’ days when familial bonds formed the crux of your emotional anchorage. Mom’s kisses, sister’s squeezes, father’s pats and spouse’s hugs served as iconic shields that protected in failure & loneliness and stood solidly by to partake your success & happiness. Not any more. In today’s fiercely lonely world (moulded by the combined might of capitalism and globalisation) the role of that loving confidant has been taken over by brands. Big or small, necessity or luxury; the clutch of brands that define daily lives have become a lifeline for millions across the globe. Feeling low? Tune into your Apple iPod; got a raise? Time to go in for that new Sedan from the Toyota stable. Throwing a bash? Better have some grub ordered in from Pizza Hut. Don’t forget the Bacardi; an at-home movie screening deserves a Sony home theatre; celebration time? Cadbury; worried about your future, there’s Prudential! In an increasingly isolated world, where investing in relationships is fast becoming a headache, investing in brands has become the simplest solution for those on the driving seat of their lives and careers.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Robbins and HDFC, whose association came in as a surprise. The ice-cream chain has introduced three flavours – Web-slinger, Green Gobbler and Sandstormin which “the finest flavours lie within,” as Pankaj Chaturvedi of Baskin Robbins puts it. Related or unrelated, everyone wants to hitch a ride on the latest fad. But, the relation is two-way, if the brands get attention throughthe association; the films also get major publicity through the campaigns. But how does one fathom the success of it all? “Unfortunately, the metrics in the business isn’t developed enough to give a considered opinion on how much the association helped the brand. But I am hoping that all the brandsthat have done a tie-up, are tracking the campaign...,” offers PranayAnthwal, GM-India Starcom. However, for Funskool it’s notthat tough. All it has to do is, keep doing the maths, as its Spider-Man merchandise (dolls, et al) vanish from the shelves. The moviesurpassed all records, so at least there is one guy who’s smiling allthe way to the bank, along with the producers, of course!