Mr Salil Bhatia

(OCT. 3, 2016)

The students of PGDM at Jaipuria School of Business got an opportunity to attend the guest lecture by Mr Salil Bhatia, Faculty and Coordinator, international Affairs, Sharda University on the topic “Brand Management”.

Mr Bhatia talked about the basic theories of marketing and sales and emphasised the point that Sales and Marketing are two absolutely different fields. He cited various examples to bring forth the basic differences between Marketing and Sales. He further elaborated on different aspects of Brand Management like:

  • Brand Equity
  • Brand Value
  • Brand Attributes
  • Brand Positioning
  • Brand Identification
  • Tangible and Intangible Characteristics of a Brand

The speaker very interestingly explained the basic nuances of Brand Management. He emphasised that branding is basically assembling of various marketing mix media into a whole so as to give an identity. It is capturing the customers’ mind with the brand name. It gives an image of an experienced, huge and reliable business. It is all about capturing the niche market for the product / service and about creating a confidence in the current and prospective customers’ minds that the product is the unique solution to their problems.

The aim of branding is to convey brand message vividly, create customer loyalty, persuade the buyer for the product, and establish an emotional connectivity with the customers. Branding forms customer perceptions about the product. It should raise customer expectations about the product. The primary aim of branding is to create differentiation.

The session was very highly interactive and informative. Students got many of their queries resolved by the speaker. The discussion ended with the proposition of the Vote of Thanks by the students’ organising committee.

Mr Salil Bhatia
Faculty and Coordinator, International Affairs, Sharda University