Creating Brand Coolness and Brand Love by Prof Rajeev Batra

I N V I TAT I O N

CREATING BRAND COOLNESS AND BRAND LOVE: HOW TO MAKE YOUR BRANDS STRONGER 6 PM, Saturday, August 1, 2020 Prof Rajeev Batra

S S Kresge Professor of Marketing Ross School of Business University of Michigan MADRAS MANAGEMENT ASSOCIATION Fountainhead of Excellence

Programme 6.00 pm Welcome address

Gp Capt R Vijayakumar (Retd), VSM Executive Director Madras Management Association

Opening remarks

Mr V Balaraman Past President, MMA & Former MD, Pond’s India Ltd

Prof Rajeev Batra Address by S S Kresge Professor of Marketing the speaker Ross School of Business University of Michigan Ms Prabha Narasimhan Executive Director, Hindustan Unilever Ltd

Q & A with Mr V S Kannan Sitaram Special Venture Partner, Fireside Ventures Invitees Mr Neeraj Chandra Business Advisor, Mentor & Coach Q & A with Share your questions by Participants SMS/Whatsapp to 98401 23906 7.45 pm

Webinar ends

Synopsis "Strong" recognized

brands as

are

being

widely important

corporate assets, able to attract new customers and engender loyalty and advocacy at above-average rates. Yet the psychological and marketing processes through which brands create such attraction, loyalty and advocacy are not fully understood. In this talk I will share my past and

ongoing

research

into

how

consumers come to perceive the elusive quality of "coolness" in some brands and come to feel deep "love" for some brands.

PROFILE Prof Rajeev Batra Rajeev Batra is the Kresge Professor of Marketing at the Ross School of Business at the University of Michigan (USA), where he teaches Strategic Brand Management. He was previously on the faculty of the Columbia University Business School in New York. Prior to beginning his academic career he was a Brand Manager in India with Pond's (1977-79). A PGP graduate of IIMA (1975-77), he received his Ph.D. in Marketing from the Stanford University Business School. His research interests cover the creation and management of brand equity, the improvement of marketing communications productivity, emotional advertising, global branding, and marketing in emerging economies. He has published

over 70 articles on these topics in leading academic journals or books.

His work has been cited over 25,000 times in the academic literature and has won several awards for long-term impact. He is also the coauthor or co-editor of 9 books, including “The New Emerging Market Multinationals” (McGraw-Hill, 2012), which was selected as the “Best

Business Book of 2012” in the Strategy area, by Strategy & Business magazine. He has had teaching, consulting or research relationships on advertising and branding issues with many advertising and marketing firms, and has taught executive education courses in 17 countries.

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