Sourced at : http://timesofindia.indiatimes.com/city/raipur/Branding-lessons-at-IIM-R/arti…
RAIPUR: Indian Institute of Management Raipur ( IIM-R) had organized a guest lecture conducted by Saurabh Uboweja, director, Brands of Desireon Monday.
Heading a strategic brand consulting and design company, Uboweja, alumni of IIM-C, providedthe students with a new perspective of the concept of branding. He emphasized on the fundamental differences between marketing, branding and advertising. He further elaborated that branding is about benchmarking and not competing with anyone.
He stressed that rebranding does not mean a logo change but involves more than 100 touch points which need to be taken care of in this rebranding exercise. It may involve changing the mission, vision, values and even culture of the organization. He further explained the detailing involved in the process of branding while providing numerous examples substantiating the concepts. The session ended with a Q and A round where Uboweja addressed the questions by the students.