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  • May 2018
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The Brand

How can we define brand, is it a symbol? Is it a logo? Is it a word or slogan? Is it a color scheme? I think brand is the entire experience your prospects and customers have with your company. It’s what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand

The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

We can say that a Brand lives in every day-to-day interaction we have with our publics.

The images we convey, the messages we deliver on our website, proposals and other promotional materials. Therefore it makes sense to understand that branding is not about getting our target market to choose you over the competition, but it is about getting our prospects to see us as the only one that provides a solution to their problem.

There for a good brand should delivers the message clearly, confirms credibility, connects your target prospects emotionally, motivates the buyers, concretes user loyalty


Can and should people be thought of as brands?

A personal brand is created by the way one project himself. We all carry unique characteristics, which mushrooms on its own exclusivity and further enhance our brand value.

Just as brands, we use, speak a lot about our personality, our characteristics, choices and decisions also develop our brand image. Once a personal brand is created, people draw a certain line of expectations from us and if they are not met, it tends to damage our brand equity.

As we grow, we develop an External Brand and an Internal Brand. As the name suggests, external brand is what people know, see, touch, perceive and hear about us. This can be created with customized requirements of your status. It will only speak what you want to stage for the outer world. Whereas, internal brand is what you actually think of yourself.

Quoting an example, Amitabh Bachchan carries one of the biggest personal brands today. He has a defined style, stature, aptitude and aura. His external branding is of a very elite, sober, experimental in his profession, family oriented and of a great actor. Whereas, his internal branding can be of a lazy, flirtatious as well as a fun-loving person.

Self portrayal has become an important part of today’s scenario and there is no denial to the fact that we all work to become a successful brand. But in this brand war

SATRA accredits ITC Chennai of FDDI

Shoe and Allied Trade Research Association (SATRA), world’s leading research and technological center of its kinds and a leading authority on international legislation and testing of United Kingdom accredits the International Testing Centre (ITC) Chennai of Footwear Design and Development Institute (FDDI) for both its Physical as well as Chemical Laboratory. 

Before giving accreditation auditor of SATRa Dr. Graham Rowley spent his valuable time from 19th to 21st May 2010 and conducted a series of audit & checked all the documents & equipments of ITC, Chennai.

Commenting on ITC facilities Dr Graham Rowley said “ITC Chennai, equipped with sophisticated state-of-the-art equipments and highly qualified team of technical experts. FDDI’s ITC is providing excellent services to the industry in testing the materials and products, export inspection, reverse engineering and quality certification.”

Exuberant with this development, Mr. Rajeev Lakhara, IRS, Managing Director, FDDI, said, “The SATRA accreditation of FDDI’s ITC Chennai will provide significant benefits to the manufacturers who wish to export their products by way of saving the cost and time and thus facilitate trade and economic growth. It will also overcome the problem of inconvenience, time delay and higher expenditure of industries due to the footwear tested outside India.”

“For the growth of the Industry, timely response is a top priority at ITC and the goal is to process reports and issue certificates with minimal delay as per the International Standards,” added Mr. Lakhara.

Situated at the doorstep of one of the major clusters of Indian footwear and leather industry  in the state of Tamil Nadu is greatly helping industry, through a host of testing solutions and services & delivering accurate, consistent and reliable results with minimum possible time.

Now, FDDI is the one-stop-shop solution provider for all the testing requirements, well equipped with several accreditations and is able to provide testing services for each & every type of footwear industry.

FDDI is the only Institute having its laboratories accredited by PFI, Germany for safety, protective & occupational footwear and SATRA for fashion and casual footwear. The accreditation cover whole range of footwear and it will be of immense help to the exporting industries.

FDDI’s ITC is providing excellent services to the industry in testing the materials and products, export inspection, reverse engineering and quality certification.

About FDDI

Footwear Design and Development Institute (FDDI) is a premier design and management institutions in the world. FDDI was set up by the ministry of commerce, Government of India with an objective to train the professional manpower for the industry. It is widely recognized as a centre of excellence. The institute conducts wide range of professional programmes in area of Retail Management, Footwear Design, Technology, Management, Fashion Merchandising, Visual Accessories Design etc. FDDI is among the first institute in the world to get prestigious ISO 9001 and ISO 14001 certification.


SATRA was formed in 1919 to serve the footwear industry, but has since expanded to serve other consumer industry sectors including furniture, safety products, clothing, floorcoverings, leathergoods and fabric care. It is also a Notified Body for the EU Directives on personal protective equipment, toys, medical devices and construction products. Now SATRA is the world’s leading research and technology centre of its kind and employs more than 180 scientific, technical and support staff across two sites in the UK and a China office.


Accord Communication Ltd., an emerging player in Mobile Handsets industry appoints India News Communications Ltd. (INCL) for handling its 360 degree Marketing Communication including Advertising, Creative, Media and Public Relations. Group entity Macaw will provide support in Advertising, Creative and Media services whereas News Communications, the PR wing of the group will take care of the PR part.

Accord Mobile is a separate division of Accord Communications Ltd. a multi-faceted Company established in 1990. The key business area of Accord are R&D based manufacturing, OEM outsourcing & sales & servicing competency at national level. The company enjoys strong brand position in this particular segment. Maintaining high growth record through national wide operations in telecom products recently Accord has ventured in Mobile Handset market. The company has a wide array of mobile handsets in economical price segment.

On getting this account Mr. Prashant Kumar, Director & CEO, INCL Group says, “After getting adversely affected with economic slowdown, Information Technology industry is now in recovery mode. There is a great scope to show our understanding of the market and creativity in this account. We are hopeful to earn a brand status for Accord Mobile.”

Public Relations: Key of Sucess

Public relations is fundamentally the art and science of establishing relationships between an organization and its key audiences. Public relations plays a key role in helping business industries create strong relationships with customers.
Public relations involves supervising and assessing public attitudes, and maintaining mutual relations and understanding between an organization and its public. The function of public relations is to improve channels of communication and to institute new ways of setting up a two-way flow of information and understanding.
Public relations is effective in helping: * Corporations convey information about their products or services to potential customers
* Corporations reach local government and legislators * Politicians attract votes and raise money, and craft their public image and legacy * Non-profit organizations, including schools, hospitals, social service agencies etc. boost support of their programs such as awareness programs, fund-raising programs, and to increase patronage of their services
Public relations in present times employs diverse techniques such as opinion polling and focus groups to evaluate public opinion, combined with a variety of high-tech techniques for distributing information on behalf of their clients, including the internet, satellite feeds, broadcast faxes, and database-driven phone banks.
As public image is important to all organizations and prominent personalities the role of public relations specialist becomes pertinent in crisis situations. Public relations agencies provide important and timely transmission of information that helps save the face of the organization. In the words of the Public Relations
Society of America (PRSA), “Public relations helps an organization and its public adopt mutually to one another.”
Experienced public relations agencies have formulation press releases into which they can plug the company news, as well as a targeted list of publications for their industry. Truly good public relations agencies generally have a good working relationship with key reporters, boosting their chances of getting coverage. Some public relations agencies deal only with large, established clients, while smaller boutique public relations agencies specialize in certain areas.
At present public relations as a career option exists in private companies or government institutions that actively market their product, service and facilities. Public relations training courses are widespread in educational institutions. According to the U.S. Bureau of Labor Statistics, there were 122,000 public relations specialists in the United States in 1998 and approximately 485,000 advertising, marketing, and public relations managers working in all industries.
Most public relations practitioners are recruited from the ranks of journalism. Public relations officers are highly trained professionals with expertise and knowledge in many areas, for example shareholder management during a crisis, the evolving role of the in-house public relations professional, account management skills for public relations, an introduction to financial public relations, an introduction to consumer public relations, an introduction to public relations software etc.

Source: http://www.articlesbase.com/marketing-articles/the-important-role-of-public-relations-28182.html

(PR) Ear Nerve Tongue of an Organizational Body

The Public Relations department is frequently the ethical heart of an organization. Internal and external PR communications control the flow of good and bad news to the staff and community. The PR team copes with company crises.
PR pros sit at the elbow of top officers drafting a company’s mission statements, its strategies, and its vision.
Many people perceive public relations as something less than respectable — as clever strategies to convince the public that what’s wrong, is the ‘right’. Some see public relations professionals as manipulators of the public mind, rather than conveyors of truth.
That is likely the reason most every code of conduct, especially those targeted at the PR profession, stresses honesty above all else. Too often our conduct falls short of the code. Spin substitutes for truth. Perception substitutes for reality. Victory substitutes for success.
We might remember, too, that public relation is two way not: only do we represent our organization to the public, but we must also present the public back to our organization. We should help our colleagues understand how the public perceives our actions.
And this is what PR gets paid for!!!

CNG prices up by 50 paise

Compressed natural gas (CNG) is expected to rise by 20 percent with the union cabinet almost doubling the rate at which it is marketed by two state-owned exploration majors, it was announced Wednesday. The clean fuel will cost Rs 21.70 per kg with effect from Sunday

“The cabinet has approved revision of the administered price mechanism of natural gas from the present Rs.3,200 mscm to Rs.6818 mscm,” Information and Broadcasting Minister Ambika Soni told reporters here after a cabinetmeeting here chaired by Prime Minister Manmohan Singh.

The hike relates to the natural gas produced by the Oil and Natural Gas Corporation and OIL India Ltd. The bulk of their supplies go to the power and fertiliser sectors.

Consumers in New Delhi and Mumbai will, however, be impacted as the price of CNG will rise by 20 percent as a result of the hike, Aporva Chandra, joint secretary in the ministry of petroleum and natural gas, told reporters.

CNG price has also been increased in Noida/Greater Noida and Ghaziabad, where the new price will be to Rs 23.50 per kg and Rs 25.50 per kg, respectively. IGL at present serves nearly 3.5 lakh vehicles running on CNG in the national capital region and supplies pipes gas to kitchens in 180,000 households and commercial establishments. 

Courtesy – IANS