18 February,2011 07:54 AM IST | | Archana Solanki
Planman Marcom's CEO Abhimanyu Ghosh's first book tells you all there is to know about brands
Why did you decide on doing a book like Powerbrands?
It is a first-of-its-kind initiative that will act as a strategic tool in reinforcing the supremacy, legacy, sustainability and credibility of brands. We are such a huge market with innumerable opportunities and business prospects and hence branding of product is as important as the product itself.
A right kind of knowledge about a brand is what consumers nowadays are looking for. Powerbrands is a manifestation of an ever-growing intellectual brigade that IIPM Think Tank is producing for a better nation. The idea behind the book was to have an account of all the brands at one place with all the important parameters. The survey conducted was a one-on-one consumer survey taking into consideration the consumer feedbacks about each brand in order to build consumer connect.
What is the USP of the book?
The book is the result of one of the most extensive surveys done across India over a research base of 20 centres and 5000 respondents. It was the first brand study ever to encompass nine different parameters to establish a brand's credibility. The book will offer the Indian readers a never-before experienced interpretation of brands.It is a power book to reflect the soul of each brand so as to bridge the gap between the perceptions of the consumer and the brands. Without a well-crafted brand profile, a brand may not seem attractive enough to suit their best markets and fortify their presence among consumers. Hence it is adequate to carve a suitable brand perception in order to attract the respective target audience. We, at Planman Marcom, are very proud to be able to implement this extremely credible and well-crafted product that will make this industry proud.
What are your expectations from the target audience as far as the response is concerned?
Ever since the launch has taken place I am getting a lot of calls and the response is so overwhelming that we have run out of stock and have ordered for more books.u00a0
What are the future plans for Powerbrands?
We are coming up with the biggest branding and marketing portal www.powerbrandsindia.com. The book will provide instant synergy. Power Brands would be marketed and promoted extensively with the help of world-class collaterals to make it reach to the best in the country. This will provide the best branding to brands.
