Keeping its promise Brandcraft was back at GHS-IMR campus as “BrandCraft 2016”, the 2nd International Conference with its theme Branding- A source of competitive advantage. This year Brandcraft focused on the challenges brands are facing, and how organizations can build, protect and grow their brands in the face of such multifarious environment. The conference aimed to bring together scholars, researchers and practitioners in a lively debate and exchange of ideas on the role of branding in the 21st century.
The day started with the Inaugural ceremony followed by the most awaited address by the Chief Guest Mr. Prateek Srivastava, Founder, Chapter Five Brand Solutions”. He was previously the member of the board of Ogilvy and Mather, India. In his insightful address he deliberated on ‘Brand as Science, Art and Philosophy’. He also exemplified various product morphs and innovations behind them. In the later part of his address he talked about the resurrection of the Brand mascots and some exciting promotions. He also stated that instead of chasing the phrase Think Big, one should focus more on “Think Small” and simple, as that will help in connecting the brand with the people for whom it is made.
The session of Mr. Prateek Srivastava was followed by the session of Dr. Devashish Dasgupta, Associate Prof. (Marketing), IIM Lucknow. He emphasized on brand value saying that branding is not just advertising, nor is it simply a catchy name for a company or product. The most important value in a brand is the value that it holds for actual customers. This value is very difficult and expensive to build – it is fragile and easy to destroy.
In the post lunch session, Director GHS-IMR, Dr. (Prof.) Rakesh Premi introduced the gathering to a distinct concept of “Branding Bond”. He talked about how the film James Bond has been successful in gaining attention of the audience for more than 50 years bringing out the strong element of branding associated with it.
The session was followed by two parallel sessions: Paper presentations, which included topics like- Scope of Digital Banking, Employer Branding, Emerging Trend and Challenges of Marketing, etc. A total of thirteen papers were presented by the presenters from Kanpur as well as outside Kanpur. Brand journey of Allen cooper wasalso presented by. Mr. Dharamvir Kumar Singh- Brand Manager Superhouse Group and that of Goldie by Mr. Manu Rastogi- Head New Product Development respectively.
The day came to an end when Conference Associate Chair, Prof. Puneet Rai, summarised the day long proceedings in the Valedictory session. He informed that more than 30 industry personnel, 40 academicians, and over 200 future managers assembled at the institute to make the event successful. He concluded the day’s proceedings with a Vote of Thanks. The summit was made successful by the presence of participants from prominent institutes from city as well as outside the city, their students, faculty, staff and students of GHS-IMR, who contributed and appreciated the summit.