Presentation given at SRCC Annual Marketing Summit 2009

1. The Curious Case Of Bland Brands A 360 Degree Study of Brand Highs and Lows

2. Ahem…well…what is a Brand?.

3. A Brand is an I.D.E.A

4. A Brand can INTRIGUE! Brand Value: USD 12 Billion Brand Value: USD 100 Billion

5. A Brand can DISAPPOINT!

6. A Brand can EXCITE!

7. A Brand can AROUSE!

8. Do Brands Die?

9. Or - are They KILLED?

10. Let’s look at some cases and learn…!

11. Greatest Brand Revival in the past Decade? #1

18. Failed Businessman & Actor

19. The Resurgence

23. The Legend Lives on… Big Boss 3 – Rs. 2.25 Cr/Episode

24. # 2 Can a 115-yeard old indigenous brand be revived?

25. When it is a pain relief balm in the age of quick-relief capsules???

26. … Because Traditional Pain Relievers sell…

28. Brand Boom Period 1970s – 1980s With the advent of TVCs

33. Does AR Rahman Mean Sure Success? #3

34. So thought Worldspace…

38. One of the Word’s Largest Skin Care Company Rs. 90 million spent in a quarter 30 years of presence in the Indian Market # 4 Ranked 98 th in World’s Top 100 Brands

39. Market Share: 16.9%

40. Brand?

43. Brand Revival…

45. #5 Is Mercedes Breathing its last in India?

46. The Great German Race

47. Sales Comparison 2008 1606 Till June 2009 270 79 January 2009 2908 3625 2008 BMW Mercedes Month/Year

48. BMW… the Opportunists

49. Youthful charm and fresher look Retains old world – typically positioned for CEOs and Industrialists Six product offerings in the same phase Stuck in 2 important offerings E and M Class Recognized Mercedes’ lack in product portfolio; launched 5 and 6 series Misread the economy during recession ; hence lack of product BMW Mercedes

50. Agency take…. Factors that Affect Brand Success

51. Ecosystem Product Competition Innovation Positioning

52. Wow!…now I know …

53. Presented by www.markigence.com