Brand is the perception of the TG ( market elements) which gets associated with a product /service / organisation ... This perception gets built through numerous MOTs . As an organisation our objective is to create /enhance /augment the quality of MOTs encountered by the TG, and hence the branding vehicle selection gains critical importance. The few important objectives while Branding :- a) Increase quality & quantity of MOTs with TG , b)Media Mix . Indian context : An individual maybe e-illiterate but certainly not mentally bankrupt. Hence the media mix may or maynot have Online branding , but certainly needs to have strategic Offline Branding for the larger population. Only incases wherein the TG does not go beyond the e-savvy population Online Branding can be used as a sole branding vehicle.
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saikat mukherjee, Marketing Manager, Maruti Suzuki India Ltd.
| 10 23 2009 13:29:22 +0000
It entirely depends on the product category and its target audience. Sometimes its the mix of offline and online branding which creates the magic called sales.
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Chetan Kumar, Business Manager, ID SolutionZ
| 10 21 2009 12:22:12 +0000
There is no right or wrong branding as long as the branding activity is of some meaning to the owner. By and large selection of branding medium depends on the product,TG and objective of the activity. Again, different message or information has different impact or meaning through different medium, in this case , offline or online................... branding should be IN LINE with the business/product/Situation.
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Jayaram VS, Industry Consultant, IPCS
| 10 21 2009 05:55:24 +0000
I completely agree with Shiuli. Partly with Visnu M as well. You see both these are forms of media that can be MADE effective. Online is gaining momentum because of ASSURED audiences. Offline is a tried and tested form where you can DESIGN responses for the brnad. Eventually it has to be the business that drives the media. I would vote for Offline simply because its a very PHYSICAL interaction. Its REAL time. You can drive the brand and its initiatives and drill the utility value into the audiences. This interaction is in the essence TRUE to the form of responses and feedback. My only apprehension is about the Quality of the responses where ONLINE media is concerned. The TRUTH factor is such a variable that it may misguide the brand custodans and may have a major impact on the brnad hygeine on long term basis. I would put my finger on Offline media. Once again a brilliant debate Jayant!! Thanks and regards,
By
Makrand Bhave, AGM - Corporate Business, E18, part of Network 18 Group
| 10 21 2009 01:43:33 +0000
I would go with the Traditional offline branding as the internet users in India are very marginal in India.. Also would like to add that the selection of the branding channel will depend on the kind of the product...
By
Japan Shah, H.O.D, Oxford School of Management
| 10 20 2009 19:56:01 +0000
Offline or online Branding............? but question is all about interaction of the customers with the company's personnel. It depends on the product to product or service to service but still I think there should be offline Branding because it is that stage where someone from company's side is involve with customers to interact regarding the brands. So, it is basically how attractively you brand yourself as well as your company. I think Traditional form of Branding would be better in the country like India.
By
prakashraj kumavat, MBA/PGDM student, Omegan School of Business (ICFAI Tripura)
| 10 20 2009 09:16:40 +0000
In my opinion offline branding is much more effective than online branding as the personal interaction and social word of mouth influnce the brand decion making and purchase decison making more powerful and stronger than online social media.
By
lakshmi ronanki, Program Manager, TalentSprint
| 10 20 2009 08:36:58 +0000
Offline branding would be the right way to go atleast for next 5 years and online branding could be used as top ups especially for TG within age group 13-35 years. Its because of a very simple reason apart from usage and net literacy i.e habit.Till date most of the population in India is exposed to conventional media and its impact on branding a product or service thereby influencing purchasing behaviour is immense.Infusing interactivity to it creatively could be the differentiator.
By
Dipankar Chattaraj, Senior Executive - Ad Marketing & Circulation, ABP Pvt Ltd.
| 10 20 2009 07:11:13 +0000
The importance of branding has increased in recent decades due to the ever-growing flow of information and advertising, both offline and online. An important part of branding is the brand personality which is a way to differentiate the company (and its brands) from its competitors, as well as strengthen the customers' brand loyalty. Human personality characteristics can be transferred to a brand, which then creates a brand personality. The brand personality is important for all kinds of companies and thus the purpose of this thesis is to provide a better understanding of how consumers perceive the offline and online brand personality of Sony Ericsson. The research questions focus on comparing both the offline and online brand personalities to see if there are any similarities and/or differences between them.A review of the literature regarding offline and online brand personality was conducted, resulting in a conceptual framework. Using this framework as a guide, a qualitative, case study methodology was utilized, using interviews from consumers to obtain data.The findings of the study show that the offline and online brand personalities of Sony Ericsson differ from each other. There seems to be a better fit between offline brand personality attributes and the brand offline (i.e. the phone), and the online personality attributes seemed to fit better with the online brand (i.e. the website). Overall, the offline brand personality is clearer and more positive than the online brand personality.
By
S.KUMAR , BD CONSULTANT, CONFIDANTIAL
| 10 19 2009 16:00:34 +0000
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By
Sahil Chopra, BD Manager, Rupeemail - HCITEK Software Pvt LTD
| 04 01 2010 10:31:27 +0000
We need to think out of box from traditional approach. It has its value but what is next level, can't be ignored. Online branding is more important to reach mass of people. The way life is becoming more busy day by day, for a large section of people, it is hard to catch them by traditional methods of Branding. You need to attract the new customers buy presenting them in the way they are looking and liking. The way Internet and Social sites are becoming popular, the Online branding is going to be more attractive, the better way in coming days.
By
Atul Kumar, `Confidential, Confidential
| 10 27 2009 06:22:47 +0000
Definetly i also reffer online branding as comment received from MR. Japan Shah the users of internet in INDIA is marginal i dont think so because the todays youth is totaly depends on internet and as well as the childs are also being online and passes the time on internet and this peoples are only the future buyers for our company, online branding is chief and also the fast.. and definetly the medium is always depends on the product and targeted consumers....i support online branding
By
Jayesh Prakashchandra Mandore, Retail Store Manager, SSIPL Retail Limited
| 10 22 2009 15:33:12 +0000
I find it very interesting as well as contradicting as well to debate about prominence of offline and online branding, because both are two different way to achieve one common goal. There is still a huge gap of numbers among the segment of e-literate, e-illiterate, literate and illiterate consumers, and in order to achieve the complete branding success one need to take both ways. Branding India exercise by Mr. Amitabh Kant with the name of "Incredible India" is the perfect blend of online as well as offline branding.
By
Mukul Bhartiya, Head-Sales & Marketing(Organic Food Business), Arvind Ltd.
| 10 22 2009 06:57:01 +0000
Well, as mentioned by many, it largely depends on the nature of the product and the TG. If a product needs demonstration, then it will slightly be tough to do it online, though we have many online option available for that too but the constraints to implement those are many and the efficiency is not at par. On the other hand offline is a long and cumbersome process which takes a good amount of time before the result can be seen. Going by the growth rate of number of internet users and the growing e-literacy; online is going to be a prominent medium for the interactivity as it takes lesser time to complete the buying cycle and a user can response immediately. Growing interactive options, cost effectiveness and measure ability give another edge to online over offline. So meantime we can resort to a mix but in near future online is gonna be the answer to many questions seeking for interactivity.
By
Pradeep , Senior Campaign Manager, Jivox Software Private Limited
| 10 21 2009 06:30:51 +0000
True said. There is very huge gap between illiterate, e-illiterate, e-literate & net savy. Online branding is for net savy persons & future immediate customers are e-literate. Before online branding one must know the target customer range. Like online branding of tractor will get fewer customer & Offline branding of e-books will get few customers.
By
Mani Kant Mishra, SBU/Profit Center Head, FOR CLOSEED GROUP
| 10 20 2009 05:06:14 +0000
Interactive Branding has to be online only because interaction between the customer and Brand owner will be faster, if it is offiline then the interaction will take more time.
By
Ramakrishna Perumal, Electrical Specialist Engineer,
| 10 19 2009 15:43:11 +0000
Branding depends upon products and the type of audience in whose mind the perception of the product needs to be created. We have to choose branding method accordingly. Suppose a company is going to launch a product that will cater to agriculture sector where consumer of product are farmers in that case company has to choose offline branding because farmers don't have exposure to online activity. On the other hand online branding is useful when product needs to be catering to urban cities where people are savvy with online activity and information flows from word of mouth through Social Networking Sites etc. A very good example of this is hi-tech mobile phone which is normally used by urban young population. However, in future online branding will over power offline branding.
By
Deepak Agrawal, Consultant, Independent Consultant
| 10 19 2009 14:25:09 +0000
yes i,ll go with online branding.......... As we all know that .. now whole world is on single click.. its an era of online mobility..,e-media e-branding .. etc..which is really magnetizing not only entire global market .. but also all the consumers/ clients everywhere.... its better to call them as ...E-consumer. when we talk about brand naturally its synonym to the kind of product or services.. provided by brands in terms of quality naturally ,no matter its offline or online brand management..... thanks
By
varsha , Head/VP/GM-Quality, frac
| 10 19 2009 13:00:10 +0000
Online branding is the recent trend which is attractive and people started moving towards it. It is a cost effective way through which you can build your brand. It gives your brand a global reach any one from any corner of the world can buy your product. The most commonly used trends of advertising or brand building are e-mails, videos, social networks, etc.. which are used by people almost everyday. So online branding is more interactive compared to offline branding.
By
Jayant Vishnu, Art Director/Sr Art Director, Creative
| 10 19 2009 12:43:34 +0000
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