INLEAD conducted an Industry Expert Session for its April and October 2012 Event Management batches on 14th December 2012. The session was conducted by Mr. Ajay Sharma, Vice President - Momentum - MacCan World Group. Mr. Sharma has over a decade of experience in the Communications Industry. He has successfully conceptualized various brand communication campaigns and has handled activation and event strategies for variety of clients across Industry. The topic of the session was Brand & Advertising and helped students to identify with the lifestyle of a communication professional and the qualities/skill set required for a successful career in this strong and competitive Communication Industry.
Mr. Sharma during his presentation touched upon the concept of brand equity and explained its importance for a brand owner. He discussed about various ways of measuring brand equity and is available in both qualitative and quantitative formats. He also described the strategic communication strategy that can only be built upon if a communication professional understand the nuances of the brand and the industry for which he is pitching for. In his presentation Mr. Sharma shared his 10 principles on brand communication strategy which he developed during his 15 years long career and are considered to be very effective from the consumer’s perspective. The session was pretty interactive and helped students to gain valuable insights about this exciting world of branding and advertisement.