Dr Puja Vora

Introduction The Cultural Context of Sweets in India In India, sweets, or mithais, have always been an integral part of celebrations and festivals. From ladoos to barfis, each region boasts a variety of traditional sweets that are used to mark joyous occasions. However, chocolates, a concept that originated in the West, started gaining popularity in India much later. The Introduction of Chocolates as a Western Concept Chocolates were initially introduced in India as a western luxury, primarily enjoyed by the urban elite. The idea of indulging in chocolate was novel, and it was considered a treat reserved for special occasions due to its high cost and limited availability. The Luxury Status of Chocolates in the 1940s During the 1940s, chocolates were considered a luxury item in India. They were often bitter in taste and were not easily accessible to the common people. This created a market gap that Dairy Milk would later fill. The Market Gap for Affordable, Sweet Chocolate...

 Creating an effective brand management strategy requires a systematic approach to building, maintaining, and strengthening a brand over time. Below are the essential steps to craft a powerful brand management strategy: 1. Define Your Brand Identity Mission, Vision, and Core Values : Clearly articulate what your brand stands for and what it aims to achieve. Brand Personality : Identify your brand’s “voice” (e.g., playful, formal, innovative). Visual Identity : Develop a memorable logo, color palette, fonts, and design guidelines for all brand-related content. Example: Nike’s brand identity revolves around innovation, athleticism, and empowerment with the slogan “Just Do It.” 2. Understand Your Target Audience Conduct market research to understand your customers' preferences, behaviors, pain points , and demographics . Create buyer personas representing your ideal customers to align your messaging with their needs. Use segmentation to address specific audience needs (e.g., lifest...

  Doordarshan Brand Case Study: Reinventing a Legacy Broadcast Network Doordarshan Brand Logo Background Doordarshan (DD), India’s national public service broadcaster, was established in 1959. It monopolized  television broadcasting until the 1990s, with shows like Ramayan , Mahabharat , and Hum Log becoming cultural milestones. However, with the liberalization of India’s economy and the rise of private satellite channels in the 1990s, Doordarshan faced increasing competition. Despite its wide reach across rural and urban areas, DD was perceived as outdated and needed to maintain relevance with modern, urban viewers. Its challenge lay in revitalizing the brand while maintaining its core identity as a public service broadcaster. Challenges Faced Changing Viewer Preferences: Rise of private channels offering diverse content (e.g., Star TV, Zee, Sony). Growing preference for entertainment over educational or news programming. Outdated Brand Perception: Viewed as a channel f...

Brand management plays a crucial role in the success and longevity of a business. Here are some key reasons why brand management is important: 1. Establishes a Strong Brand Identity Effective brand management helps define a clear and unique identity for a brand. A well-managed brand stands out from competitors and is easily recognizable in the marketplace, leading to increased brand awareness. 2. Builds Customer Loyalty and Trust Consistency in delivering a brand’s promise builds trust with customers. When consumers have positive experiences with a brand, they are more likely to remain loyal, make repeat purchases, and recommend the brand to others. 3. Increases Brand Equity Strong brand management enhances brand equity, which is the perceived value of a brand. High brand equity allows companies to charge premium prices, attract investors, and weather market fluctuations better than competitors with weak brands. 4. Differentiates from Competitors Brand management ensures that a brand i...

  Brand management is the process of creating, developing, and maintaining a brand’s identity, image, and perception in the market. It involves a range of strategies designed to ensure that a brand consistently delivers on its promises to consumers and builds a positive and lasting relationship with them. Effective brand management helps a company distinguish itself from competitors, enhance customer loyalty, and support long-term growth. Key components of brand management include: Brand Identity: Developing a clear identity that encompasses the brand's values, mission, vision, and personality. This includes visual elements such as the logo, color scheme, and design, as well as the tone and messaging used in communication. Brand Positioning: Describe how the brand stands out from its competitors. This involves identifying the target audience and communicating the unique value proposition that sets the brand apart. Brand Equity: The value a brand adds to a product or service ba...

 Building a strong brand involves creating a distinctive identity that resonates with customers, fosters trust, and delivers consistent value. Successful brands follow a structured approach to establish themselves and grow over time. Here are key steps and strategies brands use to build up: 1. Define Brand Purpose and Values Purpose : Brands must have a clear reason for existing beyond just making a profit. This could be solving a specific problem, supporting a cause, or delivering unique value to the consumer. Example: Nike's purpose is "to bring inspiration and innovation to every athlete in the world." Core Values : These guide the brand's actions and shape how it interacts with customers and society. For example, sustainability, inclusivity, or innovation can be key values. 2. Identify Target Audience Brands must define their ideal customers (demographics, psychographics, behaviors, needs) to ensure their message resonates with the right people. Market Research : ...

 A brand refers to the unique identity and image of a company, product, or service as perceived by consumers. It encompasses the elements that distinguish one entity from another, including: Name : The word or phrase used to identify a product, service, or company. Logo : A symbol or design that represents the brand visually. Visual Elements : Colors, fonts, and other design choices that create a cohesive look. Values and Mission : The principles or purpose that a brand stands for, often guiding its actions and messaging. Customer Experience : How consumers interact with the brand at every touchpoint, from advertising to product use to customer service. Reputation : The perceptions, emotions, and opinions that customers associate with the brand. A brand is more than just a name or logo; it's the overall impression and emotional connection that people form over time. It shapes how a company or product is viewed in the market and can be a critical factor in driving customer loyalty ...

  There are several strategic reasons for creating BRANDS Specifically some strategies are differentiation, recognition, and connection with consumers. And that is the reason, it is essential to develop BRANDS for businesses ( Organizations, Products, Services) and Individuals( Person Branding): Differentiation : When there are multiple choices in Products or services, the company needs to create a distinguished identity from its competition. For example, Cadbury Dairy Milk- Kuch Mitha Ho Jaye (Brand Association with Having Sweets on every occasion), Ghadi Detergent- Pahele Istamal Karo Fir Vishwas Karo ( Use First and then Trust) Recognition: A well-designed brand strategy enhances brand visibility and helps identify the brand among others in self.  Awareness : Just like Recognition, a good brand strategy helps to identify and remember a brand i.e. company, products, or service. Over time, this recognition builds trust and loyalty. Emotional Connection :  An emotional co...