Knowledge Center

A Case Study on Brand Identity – Aam Aadmi Party’s success

The Aam aadmi Party has, via its recent win in Delhi,staged a spectacular debut on the Indian political scene. Ousting from power the ruling Congress Party and the three time Delhi Chief Minister , how did the AAP, a relatively new, under resourced and inexperienced player build itself and succeed as a “challenger brand?” What… more >

Leapfrog Strategy Consulting on Brand Identity – Can “Brand” Tehelka survive the public falling from grace of Tarun Tejpal?

An often asked question in these days of celebrity brands and sponsorships is whether scandals attached to celebrities will destroy their sheen of glamour and whether this will damage the brands that they endorse or are associated with.  If their personalities are more strongly associated by the public with negative traits than positive traits, then… more >

Leapfrog Strategy Consulting on Brand Equity and Identity – Brand Ambassadors on Pack – Smart Strategy?

Some brands have started featuring their Brand Ambassador on their packaging as well.  Luxor Nano-Clean, the new specialty clean and care brand features Amitabh Bachchan; Sunfeast biscuits used Shah Rukh Khan during the period when he was Brand Ambassador and Luminous Inverters showcases their brand ambassador Sachin Tendulkar on their pack. Does this make sense… more >

A Case Study on Brand Strategy & Identity – OCM: Turnaround For a Textile Brand

A brand with a strong heritage and dealer goodwill had lost significant ground in the face of a rapidly changing consumer and competitive environment. The brand needed to be re-invented across most aspects in order to unlock the brand’s true potential and rebuild enterprise value. A full-fledged turnaround program was designed – which included brand… more >

Brand Identity – Building Your Brand

Your brand must differentiate you from your competitors. Your brand must be memorable. Most importantly, your brand must deliver your brand promise and resonate with your target market. A clever name, catchy tagline and lively logo aren’t enough. Strong markers like these are the bare minimum required to establish a brand. Your message must build… more >