Advertising and Corporate Communication

Brand Management

What is Brand Management ?

Nestle, Pepsi, Coke, Reliance, Tata Steel, Compaq, Olympus, Maruti are some of the brands we are all familiar with.  Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level ofquality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.

What do I have to...

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What is Copywriting ?

“Connecting people”,  “Get out there”, “We love to see you smile”, ” Discover what’s possible”, ” The power of choice” …. Whenever you hear a 30 second spot on the radio or read the words in a magazine print ad, a copywriter is responsible. The list is endless. Wherever there is something being sold, there is a copywriter somewhere writing the sales and advertising materials.

A copywriter creates the text for advertisements, promotional brochures or other public relations outlets. Advertising agencies routinely refer to a written script as copy, thus the name copywriter applies to those who create the scripts.

Copywriting is the use of words to promote a person, business, opinion or idea. Although the word copy may be applied to any content intended for printing (as in the body of a newspaper article or book), the term copywriter is generally limited to promotional situations, such as advertisements for print, television, radio or other media. The author of newspaper or magazine copy, for example, is generally called a reporter or...

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Public Relations

What is Public Relations ?

In an increasingly competitive global environment, it is essential to leverage your brand and good will. News can be presented many ways, but finding the right way is difficult. It is a PR professional who can give your organization brand visibility through the most strategic coverage in the press, radio, TV and internet.

Publics relations comprises a set of practical skills and strategies designed to build or enhance the brand of an organisation, product or person, strengthen its relationships with key audiences, and enable it to deal with crises from a position of strength.

Public relations specialists—also referred to as communications specialists and media specialists, serve as advocates for businesses, nonprofit associations, universities, hospitals, and other organizations, and build and maintain positive relationships with the public. As managers recognize the importance of good public relations for the success of their organizations, they increasingly rely on public relations specialists for professional advice on the strategy and policy of their programmes.

The advent of company-wide intranets and e-mail have already impacted internal...

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What is Market Research ?

Why do some organisations invest heavily and spend a disproportionate amount of their time in analysing their markets, their businesses and their consumers, while others prefer to rely on their foresight and intuition ? The difference lies in the approach.

Market Research is the medium through which consumers communicate with companies. It is a study of consumer groups and business competition used to define a projected market and involves the process of gathering, analyzing and interpreting information about a market; about a product or service to be offered for sale in that market; and about the past, present and potential customers for the product or service. Surveys of the area in which a product or service is to be offered, are done to determine the cost of doing business, any competition, potential sales, etc.

Market research consists of testing the market to determine the acceptance of a particular product or service, especially amongst differentdemographics. It is used to establish which portion of the population will or does purchase a product, based on age, gender, location, income level and...

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What is Corporate Communication ?

Do you want to enhance brand visibility and credibility; appear higher in search engine rankings, establish expertise in industry or subject area, and personalize your company by giving it a human voice ? Corporate communication is about getting your message across to your customers.


In this age and time much has changed in the modes of communication. More information then ever before is now available at the click of a button. Communication in this knowledge age acquires an altogether new definition. Today’s corporate communication professionals write news releases, design brochures, edit video material for the company, and update the organization’s web pages.



What do I have to do ?

A Corporate Communications Manager creates, implements and oversees communications programmes that effectively describe and promote the organization and its products. They often assist in the preparation of presentations and/or speeches geared toward employees and consumers.


Corporate Communication promotes:


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