Branding for the Digital Age
Last date for registration: 06 Aug, 2022
End Date : 18 Aug, 2022
Early Bird Discount Date : 26 Jul, 2022
Residential Early Bird Fee(excluding GST) : Rs. 90,450
Non-Residential Fee(excluding GST) : Rs. 90,000
Non-residential Early Bird Fee(excluding GST) : Rs. 81,000
Programme Overview
Digital and social media have transformed everything from conceptualizing to creating to communicating. Tesla spends next to nothing on advertising, unlike its rivals. Users and fans have built the Tesla brand. ITC’s Classmate allows the user to design a notebook cover of one's choice. Snickers realized that hungry people make spelling mistakes while typing. They identified 25,381 such mistakes. Using these mistakes, they targeted half a million people at near zero-cost in 2 days flat. A LinkedIn study shows that content marketing, thought leadership, virtual events, executive communications, and one-on-one connections are crucial for building B2B brands. Welcome to the new world of digital branding. Unlike in the past, brands can be built at no cost and in no time. What content helps you build a brand like that? This programme answers that basic question.
Programme Objective
• To understand the basic principles of branding and their application to digital and physical randing
(phygital branding)
• To develop the building blocks for a strategic digital branding plan (this plan is not so much about the digital tools, it is about the content and connections that strengthens brands).
.
Programme Content
Here is a sample of the content in the programme
• What is brand identity? What are the different views on brand identity? How to build a resilient brand identity phygitally?
• How is brand equity built? How can online and offline branding principles help us achieve it?
• How is a corporate brand different from a product brand? How is a corporate brand co-created?
• A cult brand is something that customers own, and therefore lives forever. How to use Omnichannel inputs to configure such a brand?
• How to use secondary associations such as country-of-origin, co-branding, events, and endorsements to build a brand online and offline?
Key Benefits/Takeaways
• Participants learn the building blocks of branding and how to use them to build a phygital brand
• A hands-on project by participants gives them a template to build a digital brand. This template can be deployed in the business context with the help of other stakeholders in marketing and branding.
Pedagogy
A combination of case studies, lectures, hands-on exercises and discussion.
Who Should Attend
Managers responsible for marketing, branding, communication and customer service in goods and services from B2C as well as B2B businesses.
Programme Fee
INR 1,00,500 /- Residential and INR 90,000/- Non -Residential (+ Applicable GST) per person for participants from India and its equivalent in US Dollars for participants from other countries.
Early Bird Discount
Nominations received with payments on or before 26-July-22 will be entitled to an early bird Discount of 10%.
Early Bird Fee (Residential) INR 90,450/-(+ Applicable GST)
Early Bird Fee (Non-Residential) INR 81,000/-(+ Applicable GST)
Group Discount
Group Discount of 5% percentage can be availed for a group of 3 or more participants when nominations received from the same organization.
Please Note
All enrolments are subject to review and approval by the programme director. Joining Instructions will be sent to the selected candidates 10 days prior the start of the programme.
The programme fee should be received by the Executive Education Office before the programme commencement date.
In case of cancellations, the fee will be refunded only if a request is received at least 15 days prior to the start of the programme.
If a nomination is not accepted, the fee will be refunded to the person/ organisation concerned.
A certificate of participation will be awarded to the participants by IIMB.
Programme Directors
Prof. YLR Moorthi’s research and teaching interests include Marketing Strategy, Consumer, Industrial and Services Markets; Markets for Hi-tech Products and Branding. He was a visiting scholar at the Amos Tuck Business School, Dartmouth, US (an Ivy League School), during February-June 2002, pursuing collaborative research with Professor Kevin Lane Keller. He is currently actively involved in research on the impact of branding in different domains like IT and B2B marketing. His international publications include contributions to the Journal of Services Marketing, Business Horizons and Journal of Business-to-Business Marketing.
He has conducted training programmes for several reputed Indian and multinational companies. Dr. Moorthi worked for several years in the industry in varied fields like Production Planning, Oil Exploration, Mechanical Design, Systems Analysis, Software Development etc. He has also consulted for organizations abroad like Industry Canada and IBM. Dr. Moorthi’s case, ‘The Segmentation of the Indian Watch Market,’ was one of the three cases chosen for a round table discussion at the Asian Case Research Journal’s Conference, Singapore, July 2000. His book ‘Brand Management – The Indian Context’ was awarded the Escorts-DMA Award in 1999-2000 and NOCIL-ISTD Book Award in 2000-2001.
G Shainesh is a Professor of Marketing at the Indian Institute of Management Bangalore (IIMB). He is the current Chair for Executive Education at IIMB. Shainesh has over two and half decades of research and teaching experience in India and abroad. He has conducted research and teaching assignments at the University of Gothenburg (Sweden), University of St. Gallen (Switzerland), Audencia Nantes and IESEG (France), Vienna University and MCI Innsbruck (Austria), Bocconi University (Milan), and Curtin University of Technology (Perth), among others. His research and teaching focus on Digital Marketing Strategies, Relationship Marketing, Services Marketing and Service Innovations.
At IIMB, Shainesh has served as Dean – Administration (2014-17), Chair – EPGP (2013-14) and Chair – Student Exchange Program (2006-09). He leads the cross functional research initiative on consumer insights (ICI@IIMB). His case study ‘Narayana Nethralaya: Expanding Affordable Eye Care’ won the second prize in the GlobaLens 2014 NextBillion Case Writing Competition. He was named ‘Best Professor in Marketing’ by the CMO Asia Council during the ‘Best B-Schools in Asia Awards’, July 2011, Singapore. He is also a past winner of the Citibank Special Research Award (1994) and P D Agarwal TCI Award for Doctoral Research in Management (1995).
He has worked for several organizations in the public, the non-profit and the corporate sectors, including telecom, software, engineering and service firms, both as an advisor and as a seminar leader. His books include ‘Marketing Management’ (16th Edition South Asian Adaptation - 2022), ‘Social Media Marketing: Emerging Concepts and Applications’, (2018, Palgrave Macmillan), Customer Relationship Management – A Strategic Perspective (2006, Trinity Press) and Customer Relationship Management – Emerging Concepts, Tools and Applications (21st Reprint 2017; McGraw Hill, New Delhi). Professor Shainesh’s MOOC courses on CRM and Services Marketing are offered on edX https://www.edx.org/bio/shainesh-g
He is Editor-in-Chief of the Journal of Indian Business Research (JIBR), an Emerald (UK) publication. His papers on services and relationship marketing have been published in the MIS Quarterly, Journal of Service Research, Journal of International Marketing, Journal of Services Marketing, Service Industries Journal, International Journal of Bank Marketing, International Journal of Retail and Distribution Management, International Journal of Technology Management, Journal of Relationship Marketing, International Marketing Review, among others.