Thursday, June 25, 2015

The Mantra of Brand Positioning and Personal Branding

 Mr. Peeush Tomar, Head Strategic Alliances, PVR India Pvt. Ltd.
Apple, BMW, Starbucks, McDonalds are all class brands that first pop into our minds whenever we think of buying a phone, car, coffee or  a burger and French fires combo respectively. Such is the power of their branding that they remain on our lips and minds even without being physically or virtually present there. In order to get our International Business Management and International Hotel Management students acquainted with this power and perils of good and bad brand positioning respectively, we, at INLEAD yesterday organized an Industry Expert session on the same by Mr. Peeush Tomar, Head Strategic Alliances, PVR India Pvt. Ltd.
“It’s all in the mind. Out of sight, out of mind.” is how Mr. Tomar introduced the concept of Brand Positioning to the students. He further elaborated, that Brand Positioning helps a brand to distinguish themselves from the sea of companies operating in the same domain as theirs. Hence, the prime motive of Brand Positioning is for the brand to carve a unique identity for itself in the minds of the people.  Along with this, Mr. Tomar also introduced INLEADers to a variety of Marketing Jargons like PIS (Proposition, Intent and Support), USP (Unique Selling Point) and concepts like how a bad review reaches out to ten people, while a good one reaches out to only three.

Mr. Tomar held the students spellbound for two long hours (without the students even realizing it) by making the session extremely fun and thought-provoking. In order to impart a better understanding of the concept, he also included various current examples of good and bad brand positioning by big brands throughout his session.

The session ended with Mr. Peeush Tomar treating the students with the inspirational Steve Jobsif today was the last day of my life speech” video and encouraging them to think something new and out-of-the-box in order to make themselves and their brand stand out from the crowd.

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