[This article was contributed by Gokul Badrinarayanan, a second year Post graduate student at IIM Calcutta. Marketing is both his interest and passion and he is especially interested in Social Media, Movie and Tourism  marketing. He is a fresher from Anna University. You can read more of his posts at casualstrokes.wordpress.com]
For centuries people have been celebrating different festivals depending on the place and religion they belong to. These festivals have been occasions for getting together and displaying their religious conformity. Indeed religions all over the world have used festivals effectively …

[This article was contributed by Gokul Badrinarayanan, a second year Post graduate student at IIM Calcutta. Marketing is both his interest and passion and he is especially interested in Social Media, Movie and Tourism  marketing. He is a fresher from Anna University. You can read more of his posts at casualstrokes.wordpress.com]
There are some campaigns which are so effective, that they succeed in converting an ordinary nation into the ultimate tourist destination. In the area of destination marketing, it’s as much about the perception of the destination …

According to popular wisdom, a  good brand is supposed to be one that sticks in the mind of the consumers, one which spells out a clear message and has its own unique space in the targets mind. However, sometimes you find that the niche positioning which you have worked so hard to get is becoming redundant. At this stage, it becomes important to ask yourself – Do I need to inject some fresh vitality into my brand? Is there something more I need to add which the customer is not …

It’s April 23, 1985. The Coca Cola Company has just announced to the press that there’s going to be a major announcement concerning a change in the products formulation. They’ve built up the hype and the expectations to a nadir, and they’ve even got their upstart rivals, Pepsi, on their toes. The company has been working on “Project Kansas” with the utmost secrecy, to test and perfect the flavour for New Coke. And so, with much fanfare and gusto, the new flavour is finally introduced to the world. Curious consumers …

That’s just the question you might be asked as a marketing professional. Line extensions, and with them brand extensions, have become a very powerful tool in the arsenal of marketers, one which they’re none too hesitant to use. So is it really an effective tool to expand your target market, or are there some serious issues with using line extensions? A little bit of both, as it happens.
One of the most important issues which those new to marketing face is the difference between …

What’s in a name? A lot, as Juliet must have felt when she said the above words to Romeo. David Ogilvy agreed with Juliet when he said “Any damn fool can put on a deal but it takes genius, faith and perseverance to create a brand”. With these thoughts in mind, it’s worth taking a look at several aspects of naming a brand, and what difficulties one may run into.
Choosing a brand name is one of the most important decisions a brand manager has to take, because not only will …