Presentation by XIMB, Gaurav Kayal and Abhinav Mathur at the 17th Business School Affaire, 2009

1. 17th Business School Affaire By: Abhinav Mathur Gaurav Kayal XIMB Presentation Contest

2. BRANDS Re: Charge; Re: Invent; Re: Engage in Today’s Times

3. BRANDS Re: Charge; Re: Invent; Re: Engage in Today’s Times

4. Contents Evolution of Branding 1 Why Traditional Branding Will Fail 2 Technological Trends 3 Social Media 4 5 Consumer Brand Dialogue 6 Internal Branding 7 Branding 2.0 8 Brand Tracking 9 Branding in Recession 10 Business-to-Brand Grid Key Message 11 Brands Re: Charge; Re: Invent; Re: Engage in Today’s Times

5. Evolution of Branding The earliest Branding Efforts Happened in India: 4000 years Ago

7. Power shift

8. Hyper connected world

9. Social mediaEarlier Now Information Search is becoming THE Deciding Factor in consumer decision making

10. Technological Trends Sharing Dialogue Expression Feedback Engagement Profiling Technology Entertainment Exchange Utility CustomerEmpowerment Collaboration Information Friends Innovation Image The next wave of technological development has to be CUSTOMER CENTRIC

11. Social Media When everyone is becoming “friends” online.. Why not brands? Brands interacting with customers through Social Media

12. Assortment of Possibilities!!! CONNECT SEARCH EXPRESS This is today’s Web World SHARE DISCUSS COLLABORATE And the Future lies here!!! TALK Share. Connect. Search. Express. Discuss. Update. Communicate. Broadcast. Collaborate UPDATE BROADCAST

13. New ways to engage customers Social Media always involves an exchange

14. Consumer Brand Dialogue: Feedback at digital speed Understand customers to attract, engage and learn from them

15. Internal Branding: Unifying purpose, Establishing Culture Winning the employees first

16. Branding 2.0: Continuous Innovation Loyalty in the coming times

17. Tracking Your Marketing Expenses… 65% of all marketing spend in 2007 had no effect on consumers Estimated wastage rates varied from 45% in B2B marketers to 65% in B2C Of the 55% of marketers that even track the results of their spending at all, 80% do so manually Source: The Fournaise Marketing Group's 2007 Global Marketing Effectiveness Report. Bring in the much needed accountability

18. Recession: Make Your Buck Count Recession provides the right opportunity to be creative

20. Power Brands by HUL

21. Identify the Champ, focus the investmentHIGH LOW LOW HIGH Brand Build Mapping brands to business objectives

22. Media Mix TV as a Branding Tool is Shrinking, still not Dead UK online ad spend to overtake TV by end of 2009 (Source: Report by PricewaterhouseCoopers, Internet Advertising Bureau and World Advertising Research Center) Branding is not just about selling, it’s more about story telling

23. Key Message Remember: Google does not advertise!

24. Contact Details