MAM

Water Interbrand to become Interbrand India from 1 January

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/05/08/DDB%20Mudra.jpg?itok=K0-7UYxm

MUMBAI: Months after Omnicom‘s buyout of DDB Mudra Group, brand consultancy Water Interbrand will be renamed Interbrand India from 1 January 2013.

Interbrand India will come out with Most Valuable Indian Brands list in the first quarter of next year. This will be in line with what Interbrand does for naming the best global brands list.

Interbrand London CEO Graham Hales was in India to make this significant announcement. After ringing the bell at the Bombay Stock Exchange, he said that Interbrand India would use the same methodology and analytics that the Best Global Brands report uses.

Talking about the Best Global Brands 2012 report, Hales noted that Samsung broke into the top 10 and had used the Olympics effectively as a marketing tool. Toyota was back in the top 10, while Amazon’s value rose by 46 per cent. Coca-Cola has been at the top of the Global Brand list for a long time.

Hales singled out Apple’s products which have huge anticipation and loyalty. "The iphone 5 launch saw people camping outside stores for three days so that they could be the first users. On the flip side, companies like Nokia and Blackberry are struggling and need to get innovation out there. Yahoo! does not have the presence that it did earlier. Facebook is a new entrant but the coming year will be more interesting to see what it comes out with and where its share price is at," he added.

Hales noted that it is important that a company’s employees feel engaged and believe in the brand. Otherwise the repercussions could be negative which is what happened with Goldman Sachs when a former employee vented out his frustration and wrote a letter.

Godrej has used Interbrand when it decided to make the brand central to its business strategy. Godrej head Strategic Marketing Group (SMG) Shireesh Josh said that the aim was to articulate what the brand stood for. The focus rested on four pillars which were progression in terms of making better products, empathy in terms of understanding consumers, expression in terms of letting consumers express themselves and experience in terms of not just being a physical product. One of the things done was creating a design architecture which involved a younger looking logo. Godrej’s employees were also engaged in terms of which were the leader product categories within the group and which categories had a smaller role to play.

An important part of what Godrej does in engaging consumers through activities like ‘Live Out Your Dreams’ which is for students. “The result is that share performance has been ahead of share investment. Buyers of one category of our products are increasingly buying other categories. The journey of brand Godrej though is not over. It has started.”

Water Interbrand is headed by chief strategist and head Asish Mishra. "The team in India has been working extensively with the Interbrand professionals to learn its processes and about brand creation and brand management. The toolkits used by Interbrand are strategic. Apart from this, we will be doing seminars for the corporate to educate them about brand building," said Mishra.

After Omnicom‘s buyout of the Indian advertising agency through its network agency DDB, the entity was renamed The DDB Mudra Group and an extensive restructuring took place. As part of this exercise, the strategic branding and design consultancy Water became the representative of Omnicom‘s brand consultancy Interbrand in India.

In its first three months of operations, Water Interbrand expanded its client base and the scope of its operations. It added new projects like PepsiCo GNG brands Quaker and Tropicana, Asian Paints PPG‘s corporate branding and environment design, XLRI rebranding, MoneyGram brand expression, and EMMBI‘s brand strategy, identity and engagement assignment.

Mishra said that the aim is to have three clientele tiers. They are MNCs that Interbrand already works with on a global basis like Samsung. The second is Indian companies. The third are entrepreneurs. “The challenge is that most Indian companies only think of brands as a name and a logo. We have to change that mindset and dispel that notion. Our aim will be to create an organisational role for brands. Our aim is to see that a company’s brand strategy overlaps with their business strategy. This means that the brand impacts various departments like HR, R&D. There should be engagement of brands with organisations. This is how brands create value for organisations.”

“Our aim is to create brand centric organisations that create immediate business value. For this to happen companies will have to change investments and internal budget allocations.”

He conceded that during a slowdown companies focus on the short term and forget about brand building for the long term. "The focus tends to be on cutting costs and better pricing. The challenge is that this should not affect drivers that have built a brand. Otherwise consumers could see a brand negatively," he added.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/17/kabbadi.jpg?itok=e7GokykV
Innovation-led consumer activations keep kabaddi enthusiasts hooked

While the action on the mat gripped the entire nation, Vivo Pro Kabaddi Season 5 also innovatively engaged with its fans, off the mat. In line with the vision of making kabaddi an accessible and engaging sport for everyone, the league organised a host of appealing marketing activations for kabaddi...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/17/kantaar.jpg?itok=UIWr822m
Indians may share personal data online, brands must act responsibly: Kantar TNS

Connected consumers in India are far more trusting than other countries in the region when it comes to their online activities, according to Kantar TNS’s latest Connected Life research. In comparison to the rest of the world, they are more open to sharing their personal data if it improves their...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/17/srinivas.jpg?itok=1CAXwNY4
WPP appoints CVL Srinivas as country manager

In a recent development at WPP, the British multinational advertising and public relation company has announced CVL Srinivas as the country manager for WPP in India. He will look after the India business and will be replacing Ranjan Kapur who will continue to serve as the chairman of WPP India.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/17/aakash%20ohri%20dlf_0.jpg?itok=ZRSmPGfa
DLF initiates Green Diwali campaign

MUMBAI: DLF and all its properties, along with the employees and stakeholders have come together to work towards a pollution-free Diwali, initiating the green Diwali campaign. DLF will create awareness about the negative impact of air pollution in the light of the citizens of the NCR region. The...

MAM Marketing Above The Line
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/17/11.jpg?itok=nV8OAEtz
Vodafone brings in Green Diwali to Delhi this year

MUMBAI: In order to delight its customer this Diwali, Vodafone India has launched an innovative concept that will run till 19 October across its 52 stores in Delhi NCR. Vodafone is inviting its customers to celebrate “Green Diwali” which is a part of its ongoing ‘CelebratingSuper’ campaign wherein...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/17/punit%20mishra%20zee.jpg?itok=xGshB_JQ
Zee TV stirs emotional connect with its brand campaign on the 'first flight'

MUMBAI: Zee TV as a channel has always been poised to cater to the middle class. For its latest 25-year celebration refresh, the channel launched a commercial that encapsulates just that. The ad film portrays a retired government employee, who is afraid of flying in an aircraft, takes a flight for...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/16/jonney.jpg?itok=-YhDjKV-
Cheetah Mobile VP Li replaces Chen to lead India ad biz

Cheetah Mobile VP - sales and business development Johnny Li has been appointed to lead its advertising business in India.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/16/Manyavar-Virat-Anushka.jpg?itok=yIsnj9Za
Manyavar's Mohey signs on Anushka Sharma

MUMBAI: Mohey from the house of Manyavar has signed on Anushka Sharma as their new brand ambassador. The actor will endorse Mohey- an ethnic celebration wear for women, comprising lehengas, sarees, gowns and suits.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/16/samco.jpg?itok=x4hhVTAP
Samco assigns PR duties to Archer Frères

MUMBAI: Samco Securities, an online discount broker, has assigned Archer Frères Communications to provide them with professional direction for image building, plan media relations and manage content across corporate communications and brand PR.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories