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.

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

(Excerptfrom PhD Thesis “Brand Building Towards Social Values: Associating to Public Goods”)

25 page review
Download it from

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,

----- (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

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.

Community”, Journal of Marketing, 65 (January), 38-54.

MCWILLIAM, GIL AND ANGELA DUMAS (1997), “Using Metaphors in New Brand Design”, Journal of
Marketing Management, 13, 265-284.

MOTAMENI, R. AND M. SHAHORKHI (1998), “Brand Equity Valuation: A Global Perspective”, Journal of
Product and Brand Management, 7 (4), 275-290.

MUNIZ, ALBERT M. JR. AND THOMAS C. O’GUINN (2001), “Brand Community”, Journal of Consumer
Research, 27 (March), 412-432.

Image Management”, Journal of Marketing, 50 (October), 135-145.

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-

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
of Corporate Responsibility”, Journal of Services Marketing, 5 (4), 21-37.

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
on Consumer Perceptions of Quality”, Journal of Product and Brand Management, 12 (6), 394-407.

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),

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),

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

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

Enterprise Feedback Management for Investment Banking

Confirmit Enterprise Feedback Management (EFM) software allows you to measure, monitor, and react to changes in clients’ attitude at key ’Moments of Truth’ throughout their relationship with your business.

From the beginning of the relationship to acquisition of market data, selection of research products, user interface of your trading system, and the transactions themselves, you'll learn:

Your customers' level of satisfaction.
The likelihood that they will recommend your company to their friends and colleagues.
The issues most important to your clients when choosing trading platforms.
Complementing the Key Performance Indicators (KPIs) you may already measure, with Confirmit EFM you can create a dashboard that delivers the Key Attitudinal Indicators™ (KAIs) for a forward-looking view of the leading indicators into your business.

KAIs link your transactional data with customer feedback for a Balanced Scorecard to augment the KPIs you already monitor.

Confirmit's Enterprise Feedback Management software provides the following benefits:

Increase in retention due to improved complaint handling.
Increase in customer acquisition due to an increased understanding of how to turn clients into advocates.
Increase in transaction volume due to the enhanced trust you build with your clients.
Greater insight into and control over the entire account relationship.

Learn more about KAIs and how Confirmit EFM will improve performance in the areas that matter most to you:

Monday, March 17, 2008

etrafficjams - Search Engine Optimization Company

Many security market intermediary organization are advertising on internet media. Search advertising is the leading advertising option. Company have to design their websites and content in them so that they get visibility in the search results of search engines and persons interested in searching for their products and services reach their websites.

etrafficjams provides services in the area of website positioning for top ranks in leading search engines google, yahoo and MSN.

Here is what they say about their services:

Do you want to hire a search engine optimization company (SEO company) that gets paid based on results – not on promises, ideas or trends?
Are you looking for the guarantee of a Top 10 Placement?
Would you prefer to focus your time, money and energy only on the top search engines: Google, Yahoo! and MSN?

If “yes” was your answer for even one of these questions, consider our pay-for-performance search engine optimization services. We work with small- and medium-sized businesses looking to increase online visibility, conversion rates and sales. We offer monthly search engine optimization services (SEO services) starting at $500.

Here is our guarantee: Your website must achieve Ten or more Top 10 Search Engine Rankings on Google, Yahoo! and/or MSN…or that month is free!

Looking for the guarantee of a Top 10 Search Engine Placement? You’ve come to the right place because we pioneered the Top 10 Guarantee. As a pay-for-performance search engine marketing company (SEO company), our business model is different from the rest. We get paid on results, and more specifically, your results. And everything we do is “white hat,” that is, it is all based on Google’s webmaster guidelines, the toughest and most respected SEO guidelines around.

We pioneered the pay for performance model in SEO. Our pay-for-performance organic search engine optimization service (SEO service) means that our monthly compensation is based on your results. We get paid only for the Top 10 search engine rankings we achieve for you in the three (3) major search engines: Google, Yahoo! and MSN.

In any month that you don’t get the results we’ve guaranteed, then you don’t pay for that month. It’s that simple.

SEO Copywriting…and more. Beyond the higher rankings and increased traffic, we work with you to convert qualified search engine traffic into conversions (in other words, we help turn them from visitors into customers) through optimized sales copy (SEO copywriting). We speak two languages – that of your customers and that of the search engines.

You can request for noobligation proposal and quote by visiting

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


Ideas create, values protect

Research driven, execution oriented

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
Structured Finance Advisory
Real Estate Capital Raising Advisory
Infrastructure Capital Raising Advisory

Institutional equities

Insightful research, winning strategies

Strong execution capabilities backed by thematic, fundamental, quant and sectoral research

Asset management

Maximising risk-adjusted returns

Superior asset allocation to maximise risk-adjusted returns

Private client brokerage

Customisation around client needs

Brokerage services with a wide range of products to take on the challenges of dynamic markets

wealth management

Personalised life-cycle financial solutions

Customised advice across wide range of asset classes

Wholesale financing

Customised financing solutions

Insurance brokerage

Single window for all insurance requirements

Financial products

Advisory services and distribution of financial products