IIPM EDITORIAL: BRAND PERFORMANCE

So what exactly is brand performance?
No rocket science really. It’s the consume

r’s perception of how a brand has been able to stand out amidst the clutter, due to various brand building exercises it undertakes, including distribution, word of mouth publicity, ad campaigns, promotional activities and other marketing initiatives, as opposed to close competitors. No surprises then that Pepsi with its strong below the line activities, coupled with a healthy brand portfolio and shout-out loud advertising, has climbed up the ladder of the Brand Performance index. If rival Pepsi is there, Coke cannot be far behind. But Coke lands 7th position, and not surprisingly, with Thums Up being the flagship Indian cola for the Atlanta behemoth. Airtel, with its ever-expanding subscriber base has also joined the club. Godrej, Infosys, Maruti and Tata Group are also no surprises to be a part of this group, as they remain clear market leaders in their respective sectors.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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