Monday, August 11, 2008

Budweiser Football Cup - Involving People in Brand Building

Budweiser, the pale lager beer brand owned by Anheuser-Busch, hed the 2008 Budweiser Football Cup (Bud Cup) six-on-six international final on May 5 in Manchester United’s Old Trafford. Budweiser has been organising this tournament every year since 2002, but this year for the first time it provided an opportunity to Indian football fans to participate and compete in the Bud Cup.




The beer company entered India in the middle of 2007 in a joint venture with Crown International. The Bud Cup is a 20 minute six-on-six (six players on each side) football tournament with 18 teams of amateur footballers from around the world. To be part of the tournament, participants need not be professional football players. Enthusiastic fans can form a team of six players and get themselves registered.


After the registrations, 25 teams from Maharashtra, Karnataka and Andhra Pradesh and 200 teams from Goa will be chosen through a lucky draw and compete in the regional finals in Mumbai, Bangalore, Hyderabad and Goa. The regional winners will then compete for the title of national champions in Mumbai. The winning team will compete with 17 other teams from around the world at the Manchester United stadium at Old Trafford in Manchester, in the UK.

To promote the event, Budweiser has fabricated a special float-on-wheels that will embark on a 39 day journey across 10 cities in India. The float will have football games that will allow fans to interact with brand and the concept of the Bud Cup. Fans can register their teams on the float itself. The float went around cities such as Mumbai, Pune, Goa, Manipal, Mangalore, Sakleshpur, Mysore, Bangalore, Hyderabad and Visakhapatnam.

Can this innovation be used by broking companies and mutual funds to go deep into the places and arrange events Money Quotient quiz etc. in various neighbourhoods and thus involve people directly in brand building. This is in contrast to some TV show.
What Budweiser has done is bottom up involvement brand building.

Tuesday, May 27, 2008

Corporate Brand Building - The Early Argument

Stephen King in an article in "The Journal of Consumer Marketing" Fall 1991 put forward the idea of corporate brand building.

His argument is based on the idea that consumers are buying more services compared to products. Hence, even when somebody is selling products, consumers evaluate the services associated with the products and take their purchase and repurchase decisions.


He hiighlighted four aspects related to corporate brand building.

Staff
Orgnisation structure
Methods for communicating brand values
The Brand Idea

Stephen King is the author of the book - Developing New Brands

Stephen King spent 30 years at J Walter Thompson.
He was a non-executive director at WPP Group PLC in 1991.

Brand Building Literture Review 2004

A BRAND BUILDING LITERATURE REVIEW
BY
FRANCISCO GUZMÁN (ESADE)
(Excerptfrom PhD Thesis “Brand Building Towards Social Values: Associating to Public Goods”)

25 page review
Download it from
http://www.brandchannel.com/images/papers/257_A_Brand_Building_Literature_Review.pdf


REFERENCES
AAKER, DAVID A. (2004a), Brand Portfolio Strategy. Creating Relevance, Differentiation, Energy,Leverage and Clarity. New York, Free Press.

----- (2004b), “Leveraging the Corporate Brand” California Management Review, 46 (3), 6-18.

AAKER, DAVID A. AND ERICH JOACHIMSTHALER (2000), Brand Leadership, London, Free Press.

AAKER, JENNIFER L. (1997), “Dimensions of Brand Personality”, Journal of Marketing Research, 34 (August), 347-356.

BALDAUF, ARTUR, KAREN S. CRAVENS, AND GUDRUN BINDER (2003), “Performance Consequences of Brand Equity Management: Evidence from Organizations in the Value Chain”, Journal of Product and Brand Management, 12 (4), 220-236.

BALMER, JOHN M.T. AND EDMUND R. GRAY (2003), “Corporate Brands: What Are They? What of Them?”, European Journal of Marketing, 37 (7/8), 972-997.

BALMER, JOHN M.T. AND STEPHEN A. GREYSER (Eds.) (2003), Revealing the Corporation: Perspectives of Identity, Image, Reputation, Corporate Branding and Corporate-Level Marketing, Routledge, London.

BENDIXEN, MIKE, KALALA A. BUKASA, AND RUSSELL ABRATT (2003), “Brand Equity in the Business-to-Business Market”, Industrial Marketing Management, 33, 371-380.

BLUMENTHAL, DANNIELLE AND ALAN J. BERGSTROM (2003), “Brand Councils That Care: Towards the
Convergence of Branding and Corporate Social Responsibility”, Brand Management, 10 (4/5), 327-341.

CHEN, ARTHUR C.H. (2001), “Using Free Association to Examine the Relationship Between
Characteristics of Brand Associations and Brand Equity”, Journal of Product and Brand Management, 10
(7), 439-451.

DAVIS, SCOTT M. (2002), Brand Asset Management: Driving Profitable Growth through Your Brands,
San Francisco, Josey Bass.

DAVIS, SCOTT M. AND MICHAEL DUNN (2002), Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth, San Francisco, Josey Bass.

DE CHERNATONY, LESLIE (1999), “Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation”, Journal of Marketing Management, 15, 157-179.

DE CHERNATONY, LESLIE AND SUSAN SEGAL-HORN (2001), “Building on Services’ Characteristics to Develop Successful Services Brands”, Journal of Marketing Management, 17, 645-669.

DOYLE, PETER (2001a), “Building Value-Based Branding Strategies”, Journal of Strategic Marketing, 9,
255-268.

----- (2001b), “Shareholder-Value-Based Brand Strategies”, Brand Management, 9 (1), 20-30.

DYSON, PAUL, ANDY FARR, AND NIGEL S. HOLLIS (1996), “Understanding, Measuring, and Using Brand
Equity”, Journal of Advertising Research, 36 (6), 9-21.

FARQUHAR, PETER H. (1989), “Managing Brand Equity”, Marketing Research, 1 (September), 24-33.

FARQUHAR, PETER H., J. Y. HAN, AND Y. IRIJI (1991), Recognizing and Measuring Brand Assets, Report
91-119, Marketing Science Institute, Cambridge, MA.

FOURNIER, SUSAN (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer
Research”, Journal of Consumer Research, 24 (March), 343-373.

GOBÉ, MARC (2001), Emotional Branding: The New Paradigm for Connecting Brands to People, New
York, Allworth Press.

----- (2002), Citizen Brand: 10 Commandments for Transforming Brand Culture in a Consumer
Democracy, New York, Allworth Press.

HATCH, MARY JO AND MAJKEN SCHULTZ (2003), “Bringing the Corporation into Corporate Branding”,
European Journal of Marketing, 37 (7/8), 1041-1064.
HUSTED, BRYAN W. (2003), “Governance Choices for Corporate Social Responsibility: to Contribute,
Collaborate or Internalize?”, Long Range Planning, 36, 481-498.

KAPFERER, JEAN-NOËL (1997), Strategic Brand Management, Great Britain, Kogan Page.

KELLER, KEVIN LANE (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand
Equity”, Journal of Marketing, 57 (January), 1-22.

----- (2003a), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper
Saddle River, Prentice Hall.

KIM, HONG-BUMM, WOO GON KIM, AND JEONG A. AN (2003), “The Effect of Consumer-Based Brand
Equity on Firms’ Financial Performance”, Journal of Consumer Marketing, 20 (4), 335-351.

KING, STEPHEN (1991), “Brand Building in the 1990’s”, Journal of Marketing Management, 7 (1), 3-13.

KNOX, SIMON AND DAVID BICKERTON (2003), “The Six Conventions of Corporate Branding”, European
Journal of Marketing, 37 (7/8), 998-1016.

KOHLI, CHIRANJEEV AND MRUGANK THAKOR (1997), “Branding Consumer Goods: Insights form Theory
and Practice”, Journal of Consumer Marketing, 14 (3), 206-219.

KOTLER, PHILIP (2000), Marketing Management. The Millennium Edition, Upper Saddle River, Prentice
Hall.

LASSAR, WALFRIED, BANWARI MITTAL, AND SHARMA ARUN (1995), “Measuring Customer-Based Brand
Equity”, Journal of Consumer Marketing, 12 (4), 11-19.

LOGMAN, MARC (2004), “The LOGMAN Model: A Logical Brand Management Model”, Journal of
Product and Brand Management, 13 (2), 94-104.

MCADAM, RODNEY AND DENIS LEONARD (2003), “Corporate Social Responsibility in a Total Quality
Management Context: Opportunities for Sustainable Growth”, Corporate Governance, 3 (4), 36-45.

MCALEXANDER, JAMES H., JOHN W. SCHOUTEN, AND HAROLD F. KOENIG (2002), “Building Brand
Community”, Journal of Marketing, 65 (January), 38-54.

MCWILLIAM, GIL AND ANGELA DUMAS (1997), “Using Metaphors in New Brand Design”, Journal of
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MOTAMENI, R. AND M. SHAHORKHI (1998), “Brand Equity Valuation: A Global Perspective”, Journal of
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MUNIZ, ALBERT M. JR. AND THOMAS C. O’GUINN (2001), “Brand Community”, Journal of Consumer
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PARK, C. WHAN, BERNARD J. JAWORSKI, AND DEBORAH J. MACINNIS (1986), “Strategic Brand Concept-
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SCHMITT, BREND H. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Act and
Relate to Your Company and Brands, New York, Free Press.

SHOCKER, A.D., R.K. SRIVASTAVA, AND R.W. RUECKERT (1994), “Challenges and Opportunities Facing
Brand Management: An Introduction to a Special Issue”, Journal of Marketing Research, 31 (May), 149-
158.

SCHULTZ, MAJKEN AND MARY JO HATCH (2003), “The Cycles of Corporate Branding: The Case of the
LEGO Company”, California Management Review, 46 (1), 6-26.

SIMON, CAROL J. AND MARY W. SULLIVAN (1993), “The Measurement and Determinants of Brand
Equity: a Financial Approach”, Marketing Science, 12 (Winter), 28-52.

SMITH, CRAIG N. (2003), “Corporate Social Responsibility: Whether or How?”, California Management
Review, 45 (4), 52-76.

SMITH, SCOTT M. AND DAVID S. ALCORN (1991), “Cause Marketing: A New Direction in the Marketing
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SPEAK, KARL D. (1998), “Brand Stewardship”, Design Management Journal, Winter, 32-37.

SRIVASTAVA, R.K AND A.D. SHOCKER (1991), Brand Equity: A Perspective on its Meaning and
Measurement, Report 91-124, Marketing Science Institute, Cambridge, MA.

THAKOR, MRUGANK V. AND CHIRANJEEV S. KOHLI (1996), “Brand Origin: Conceptualization and
Review”, Journal of Consumer Marketing, 13 (3), 27-42.

THAKOR, MRUGNAK V. AND ANNE M. LAVACK (2003), “Effect of Perceived Brand Origin Associations
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UNDERWOOD, ROBERT , EDWARD BOND, AND ROBERT BAER (2001), “Building Service Brands Via Social
Identity: Lessons From the Sports Marketplace”, Journal of Marketing Theory and Practice, 9 (Winter),
1-13.

URDE, MATS (1999), “Brand Orientation: A Mindset for Building Brands into Strategic Resources”,
Journal of Marketing Management, 15, 117-133.
----- (2003), “Core Value-Based Corporate Brand Building”, European Journal of Marketing, 37 (7/8),
1017-1040.

YOO, B. AND N. DONTHU (2001), “Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale”. Journal of Business Research, 52, 1-14.

Thursday, April 10, 2008

Marketing Fund Management to Generation Y

Have you read the report by KPMG

Download it from


http://www.us.kpmg.com/microsite/FSLibraryDotCom/docs/Beyond%20the%20Baby%20Boomers%20-%20The%20Rise%20of%20Generation%20Y_GB&RC.pdf



Selected bibliography
Fitzpatrick, N. “Investments up in 2006 say EFAMA & FERI,” Funds Europe, Union Press Limited, Vol. 51, March, 2007
Huntley, R. The world according to Y: Inside the new adult generation, Crows Nest, Allen & Unwin, 2006
Kamentez, A Generation Debt: Why now is a terrible time to be young, New York, Riverhead Books, 2005
Levitz, J. “Pitching 401(k)s to Generation Y is a tough sell,” Wall Street Journal, 27 September, 2006
Morgan, P. “Family Policy, Family Changes: Sweden, Italy and Britain Compared”, London, Civitas, 2006
Salt, B. The Big Picture: Life, work and relationships in the 21st century, Prahran, Hardie Grant Books, 2006
Schoeni & Ross “Material Assistance received from families during the transition to adulthood,” in Settersten, R.A, Furstenberg, J., and Rumbaut, R., On the Frontier of Adulthood: Theory, Research & Public Policy, Chicago, University of Chicago Press, 2005
Zaslow, J. “The most changed generation goes to work,” The Wall Street Journal, April 20, 2007

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Monday, March 17, 2008

etrafficjams - Search Engine Optimization Company

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Thursday, March 6, 2008

Edelweiss Capital Ltd. - Punchlines

Advertisement in Economic Times Corporate Dossier dt 7.3.2008

Edelweiss Capital Ltd.

Products and Services

Investment Banking
Institutional equities
Asset management
Private client brokerage
wealth management
wholesale financing
Insurance brokerage
Financial products


Corporate

Ideas create, values protect

Research driven, execution oriented

Ideas
Create. Transform. Protect

Multi-line financial services group


Investment Banking

Exceeding Expectations

Comprehensive solutions for the capital markets

One of the widest product and advisory offerings in India, catering to varied markets and client segments.

Equity Capital Markets
Mergers and Acquisitions Advisory
Private Equity Capital Raising Advisory
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Infrastructure Capital Raising Advisory


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wealth management

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