Cable TV

International firms should localise but creative consistency is imperative

MUMBAI: With the world eye on India, more and more global companies are setting foot here in order to flourish in a nascent but booming market. In a scenario like this, it is imperative for companies to localize and manage their brands according to Indian sensibilities.

The session titled 'Managing an International Icon Brand' had speakers from Walt Disney and Cartoon Network throwing light on the strengths and weaknesses of international icon brands and personalities in local Asian markets.

The Walt Disney Company vice president retail sales and marketing and emerging markets Asia Pacific Ken Chaplin listed the four Bs of branding as badges, bonus, beacon and best bet. "The missing ingredient here is that of love. The reason why brands won't cut it anymore is because they are worn out from overuse, no-longer mysterious, they don't understand consumers anymore, they have been captured by formula and they are smothered by conservatism," he said.

Chaplin explained the meaning of a 'Lovemark' saying it is "when a brand experiences loyalty beyond reason from consumers, is owned by the consumers who love them, moves beyond irresistible to irreplaceable and moves from most respected brand to most loved."

He pointed out that a company will only make money when loyal, heavy users use their products all the time. "Having a long term love affair is better than having a short term relationship," he said.

Chaplin pointed out Disney's nine priorities for managing an international icon brand. They are as follows:

Get people to experience our best entertainment products
Do a good job branding
Make local content live up to the brand
Keep the brand fresh and broadly relevant
Make the brand's commercial exploitation positive for consumers
Keep the right company
Evangelize the brand, inside and outside the company
Take the floor with the press

Cartoon Network Enterprises Asia Pacific executive director Sashim Parmanand said, "Brands are not names, symbols or designs but rather they are personality of the product. All brands have specific values and it is these values that make up the different facets of a brand."

The key thing, she pointed out, was to know your product and target market. "Once that is clear, research and market testing is important. A brand should gain local insights through researching target demographics and then develop a positioning statement for the brand," she said.

Another important thing to keep in mind is that the brand positioning and creative process around the same is consistent. "One should localize but at the same time creative consistency is imperative," Parmanand added.

Latest Reads
Sony to bring Pictures, TV division under one roof

Sony Pictures TV is set to merge international TV operations to bring its television networks, home entertainment and distribution businesses together. This shuffle may lead to some job cuts, with many senior executives from Sony having already departed.

Cable TV Multi System Operators
DEN Network fixed-line b’band biz plan hinges on partnerships & leveraging present infra

MUMBAI: With telcos handing out data at cheap rates in various package sizes under innovative schemes, mobile data consumption has increased rapidly in India in the last few years, while the growth of fixed-line broadband (FLBB) users has been tepid, if not completely static. MSO DEN Networks now...

Cable TV Multi System Operators
DEN aims to convert 10% of SD subscribers to HD in a year

DEN Networks CEO SN Sharma has set a target of converting 10 per cent of its standard definition (SD) subscribers to high definition (HD) within a year.

Cable TV Multi System Operators
GTPL Hathway appoints Viren Thakkar as new chief financial officer

GTPL Hathway , one of the major players in the Indian cable TV and broadband industry, has appointed Viren Thakkar as chief financial officer of the company. The appointment ,which will come into effect from 2nd July, was posted on the Bombay Stock Exchange (BSE) website.

Cable TV People
Hathway plans to seed 2.5 lakh high definition set top boxes in FY19

Going along the lines of FY18, broadband and cable TV service provider Hathway Cable and Datacom is planning a Capex of Rs 310 crore in FY19. In addition to that, it plans to seed 2.5 lakh high definition (HD) set top boxes (STB) in FY19. The company had 2.16 lakh HD subscribers at the end of...

Cable TV Multi System Operators
Jayanta Pani Resigns as CFO of GTPL Hathway

Jayanta Pani chief financial officer (CFO) of GTPL Hathway has decided to part ways with the company. Pani's last working day at GTPL, where he joined in November 2008, will be 30th June.

Cable TV People
VITEC and ATX join hands for distribution of IPTV content

VITEC, a worldwide leader in advanced video encoding and streaming solutions, and ATX Networks, a technology leader of optical and media access platforms, has announced a strategic partnership to provide a fully secure architecture for distribution of IPTV content throughout the enterprise network...

Cable TV Multi System Operators
Obit: Remembering InCable’s Ram T Hingorani

MUMBAI: “Hi I am Ram Hingorani,” said the squeaky but very amiable voice. I looked around and saw this short bespectacled man dressed in a safari suit, with his hair slicked back. “I am here to show you around and I am with the media business of the Hindujas.” The time was the mid to late nineties...

Cable TV People
GTPL revenue up as subs base, ARPU increase in fiscal 2018

As mentioned by us earlier, Indian multi-system operator and internet service provider GTPL Hathway Ltd’s(GTPL) consolidated total revenue for FY 2018 (fiscal 2018, yearunder review, year ended 31 March 2018) had increased 18.2 percent as compared to the previous year (FY 2017).

Cable TV Multi System Operators

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories