Xlri Brand Building
This is a term-paper on building the brand for a B-school (XLRI SChool of business and human resiurces, Jamshedpur, India)
REJUVENATION OF XLRI AS A BRAND
A lady, sitting next to Raymond Loewy, the man who gave the world the coke bottle, at dinner, struck up a conversation.
"Why", she asked "did you put two Xs in Exxon?"
"Why ask?" Loewy asked
"Because", she said," I couldn't help noticing?"
"Well", he responded, "that's the answer."
These words by probably the best industrial designer ever born accentuate a very important fact: Products are made in the factory, but BRANDS are created in the mind.
Brand is about promise, about purpose, positioning, personality and perception. It is what you stand for and aspire to be. Your brand resides within the hearts (feelings) and minds (intellect) of your customers and prospects. It is the sum total of their (product, company, service and competitive) experiences and perceptions, some of which you can influence and some you......
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Approximate Word Count: 2582
Approximate Pages: 11 (250 words per double-spaced page)
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