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Branding strategy of a company largely depends on how these branding strategy can counter market complexity, competitive pressure, channel dynamics, and; favor in globalization, acquisition and mergers. It helps in aggressive brand extension in related or unrelated category to meet the diverse nature of consumers, to get advantage of social media and internet as well as to minimize the ill effect of negative linkages if any, or threats being imposed by society, market and environment. The brand portfolio of a company is designed as House of Brand, Branded House or Mixed which change in response to environment. Companies to serve the various market segments, either top, middle or bottom of the pyramid has to decide the optimum portfolio constituting of global and local brands, if not then to acquire the same, also required to structure the brand portfolio so that it can create value for the company in terms of bottom line, by serving maximum needs and wants of consumers and market. The emerging trends of brand partnership and acquisition are exercised by the company to fill the gap in their brand portfolio, and Ingredient branding is to enhance product recognition based on the benefit and attributes, rather than extending the brand vertically or horizontally. The paradigm shift in branding strategy is observed through exploratory study of the companies portfolio, from corporate and individual to mix branding, with multiple levels, in the form of umbrella, endorsed, dual, sub-brand and multi-brands as corporate name in driver seat or product master brand in a driver seat.

Keywords

Brand Portfolio, Branding Strategy, Brand Partnership, Brand Acquisition, Ingredient Branding

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Manifest Branding Strategy: A Case of FMCG Companies in India

Abstract Views :242 | PDF Views:2

Authors

Balgopal Singh ¹

Affiliations
1 Banasthali University, Rajasthan., IN

Source

International Journal of Marketing and Business Communication, Vol 1, No 2 (2012), Pagination: 13-20

Abstract

Branding Strategy of a firm involve deciding different brand elements applied to the different products and product categories sold by the firm. Firms have various alternatives with respect to branding strategy which they apply to their products and categories.

This paper suggests how the branding strategy pursued by the firm can be discovered for the firm as a whole and also for different product category. For the purpose, two tools are used-Brand Portfolio and Brand Hierarchy suggested by Keller is used; the practical implication of these tools is used to reveal the branding strategy pursued by Indian FMCG firms.

Keywords

House of Brands, Sub-brands, Endorser Brands, Branded House

Full Text

References

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Building Brand Loyality in Indian Hospitality Industry

Abstract Views :355 | PDF Views:9

Authors

Balgopal Singh ¹

Affiliations
1 Banasthali University, Rajasthan-304022.

Source

International Journal of Marketing and Business Communication, Vol 1, No 1 (2012), Pagination: 45-51

Abstract

Hospitality companies can increase their profit margin by creating and sustaining their brand loyal customers. This is a more profitable approach than other marketing activities for service industry than price cuts or promotional programs. In a mature industry like hospitality, acquiring new customers is expensive because of advertising, promotion, and start-up operating expenses, but it is cheaper to serve existing customers. This paper is an extensive literature survey to bring together the factors that contribute in developing and sustaining brand loyalty and provides strategies to hospitality managers for retaining brand loyal customers.

Keywords

Brand Loyalty, Hospitality, Frequent Guest Programme

Full Text

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Impact of Corporate Branding Strategy on the Consumer Loyalty: An Empirical Investigation

Abstract Views :367 | PDF Views:3

Authors

Balgopal Singh ¹

Affiliations
1 Banasthali University, Rajasthan, IN

Source

International Journal of Marketing and Business Communication, Vol 3, No 1 (2014), Pagination: 29-34

Abstract

Branding strategy is activity performed by the companies to manage their portfolio, so that they could be visible, differentiated, and preferred in the market. Companies have many options regarding branding strategy; they canuse name of their company, give independent name, or mixed of both for branding their offerings. The objective of this study is to assess the impact of branding strategy on the consumer loyalty. It has been found that devise corporate branding strategy does not directly leads to consumer loyalty, rather it enhances corporate image and positive corporate image leads to corporate loyalty which finally results to brand loyalty.

Keywords

Branding Strategy, Corporate Branding Strategy, Corporate Image, Corporate Loyalty.

Full Text

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Determinants of Service Excellence in Online Shopping: An Empirical Investigation

Abstract Views :447 | PDF Views:2

Authors

Balgopal Singh ¹, Abhinav Nigam

Affiliations
1 FMS, Banasthali University, Rajasthan, IN

Source

International Journal of Marketing and Business Communication, Vol 3, No 3&4 (2014), Pagination: 47-56

Abstract

Large numbers of consumers in India frequently doon line shopping. E-retailers at this juncture are more concerned for acquiring more and more new consumers who shop online, or first time visitors-prospective online shoppers. For developing positive attitude and perception towards themselves and their product and services,e-retailers are embarking on the service quality dimensions suggested by western author. This paper put forth the dimensions of e-service quality in Indian context mentioned here after as e-service excellence (e-SE).

Keywords

Service Quality, Reliability, Assurance, Empathy, Responsiveness, Tangible.

Full Text

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