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Marketing & Branding

 

How to Boost your Brand During the IPO process?

Started by : Rohit Khanna, Project Leader/Managing Consultant, Accenture   12 12 2008 14:27:25 +0000
Industry : Equity Research/AnalyticsFunctional Area : Branding(Sales & Marketing)
Activity:  9 views;  last activity : 07 06 2010 20:18:09 +0000

An IPO (Initial Public Offering) presents challenges and opportunities with respect to the corporate brand. It is one of the times that media coverage is pretty much guaranteed. The challenge is to ensure that the brand fundamentals and key messaging are well defined, tested and validated, not just against its 'market context', but also what is being said in the prospectus. An IPO provides the opportunity to build and develop a brand, to inject enhanced value, understanding and ultimately benefit. So it deserves a place at the top table from the outset. Please share your ideas which will guide everyone to make the most of your IPO!!!
 
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Brand Proposition

idea posted by Rohit Khanna Project Leader/Managing Consultant, Accenture
I think businesses need to ensure that the brand proposition, values and core positioning are well defined, tested and validated. The benefit of perception audits, brand analysis, competitive benchmarking and a formal objective review of the brand fundamentals not only secures and defines the core brand proposition, tone and value of the business, but also ensures that there is consistency right from the beginning.
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Timing

idea posted by Deepika Malik Associate, HDFC Bank
My idea is we should not leave the brand until the end of the process. It must be discussed upfront. A degree of tenacity may be required as the advisors will not be focusing on the brand - their objective is to get the flotation away. Therefore, it must be placed firmly on the agenda from day one. This will ensure they understand your needs and the brand strategy can be developed from a position of insight and positive support.
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Mr. Karthik......please send them a private message than posting it on toostep directly which is a personal message which you have asked to the concerned person.
This totally looks like a debate..but why have you posted it as an Idea contest Ms. Anuradha.....It would have done great if you had created this as a debate than Idea contest...as there is nothing to give Ideas under this post..........
Dear Prodosh...I hope you wanted to put your comment in an Idea contest stated same, but for some reason you have created this debate unknowingly....so plz put your comment in that Idea contest.
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