 Prof. K. Balakrishnan,
SDM-IMD, Mysore
24-Nov-2007
Prof. Balakrishnan has twenty-two years industrial experience across various sectors, functions and organisations such as Blue Star Ltd, Sanmar Group and Escorts Ltd. He spoke about the challenges that Indian companies face as they go global, especially with regard to their branding strategies. What approach should they take?
Profile of the Speaker: Prof. Balakrishnan has twenty-two years industrial experience across various sectors, functions and organizations such as Blue Star Ltd, Sanmar Group and Escorts Ltd. Was the COO/CEO of Century Wood Ltd. & Raman Boards Ltd. Set up India’s first automated solid wood furniture facility as agreen field 100% EOU. Currently he is working as a faculty at Shri. Dharmasthala Manjunatheshwara Institute for Management Development, (SDM-IMD) Mysore. After joining SDM-IMD, he has published over 50 papers and articles. He is a resource person with the UGC Academic Staff College and teaches as visiting faculty with KIAMS & IIMB.
Session: As Indian companies go global, they face the challenge of branding – should their international branding be extension of their existing branding strategies or should they adopt an altogether different approach. This was the focus of the session on international branding by Mr. Balakrishnan. He started by explaining the basics of branding - the difference in creating a brand in the commodity space and a branded space - and the issues in developing an international brand architecture, the different levels of branding, number of brands in each level, etc. Through examples and videos, the Indian perspective and approach to international branding was made easy for the students to understand. Towards the end, Mr. Balakrishnan answered to students’ queries.
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