Green Washing, Corporate Spin and CSR
As for superficial attempts to practice CSR, the term “green washing” gives an instance of how the aims of CSR are subverted. Green Washing refers to the practice of the corporate spin employed by a company in declaring itself to promoting environmentally friendly policies whereas in reality, the company does not live up to the […]
Merchandising in International Retailing – An Introduction
International Retailing is going places. With globalization and with E Commerce, the horizon of opportunities has expanded significantly. Efficiency and the profitable operations of International Retailing both in terms of fashion as well as grocery retailing is dependant largely upon the Buying or Merchandising function. As the industry has progressed and evolved, the key role […]
Meaning and Significance of Corporate Crisis Management
What is Corporate Crisis Management ? We live in a world that is uncertain and unpredictable. Hence, our best-laid plans can go bust because of a variety of reasons, not many of whom are under our control. This is the case with corporates as well and especially so in this turbulent age where the global […]
CSR and Corporate Governance: Two Sides of the Same Coin
In previous articles, we discussed how effective corporate governance is essential for a well functioning economy and how the practice of good corporate governance is the lubricant that greases the machine of the corporate world. We had also discussed how the practice of corporate social responsibility or CSR is a step in the direction of […]
Brand Value Measurement – Models for Calculating Brand Value
Brands have a certain value in the market as well as in the balance sheets of the organization that owns the brand. This is a matter that has been agreed upon by the industry. The accounting of the brand value and the methodology for calculation of the brand value is widely debated. When organizations pay […]
Promoting a brand is more important than opening a store. It is essential to create brand awareness for the customers to know about the brand’s existence. The retailer must strive hard to communicate the USPs (Unique selling Proposition) of the brand to influence the buying behaviour of the customers. In simpler words, advertisements help the end-users to know to which brand a particular product belongs.
Advertisements play a crucial role in promoting a brand and creating its awareness amongst the masses.
They help in creating an image of a particular product or brand in the minds of the potential customers. Such a mechanism is also called Brand Positioning.
What is Advertising ?
Advertising is a medium through which an individual or organization highlights the USPs and benefits of a product or service to influence the buying behaviour of the individuals.
It helps to create a positive image of a particular brand in the minds of the customers and prompts them to buy the same.
The advertisement must effectively communicate the right message and click on the customers. It should be a visual treat and appeal the end-users.
Advertisements have taglines to create awareness of a product or service in the most effective way.
The moment an individual hears “Just Do it”, he knows he has to visit a “Nike Store”. That’s the importance of a tagline.
Out of home advertising is a way to influence the individuals when they are out of their homes. The hoarding must be installed at a height visible to all even from a distance.
Make sure it catches the attention of the passing individuals and influences them to visit the store.
Keep it simple and make sure it doesn’t confuse the customers; instead it should convey the information in its desired form.
Sachin Tendulkar - the famous Indian cricketer endorses Castrol India, MRF tyres, Adidas, Boost etc. A child gets influenced to drink Boost because his favourite cricketer drinks the same.
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Challenges to the Retail Sector (As per Michael Porter s Five Forces Model)
February 12, 2025
