Classic case of negative cross branding

BJP wipes out a huge BE (Brand Equity) gained (for itself) in a day - in just a day. Alas, it deprives all Indians, a good chance of reaping the benefit from the noble thought of PM Narendra Modi

adve-srinivasa-bhat

Adve Srinivasa Bhat | September 24, 2014



BJP wipes out a huge BE (Brand Equity) gained (for itself) in a day - in just a day. Alas it deprives us all – all Indians – a very good chance of reaping the benefit from the noble thought of the Prime Minister – Shri Narendra Modi.

That thought was indeed exemplary and highly actionable. For sure, the deeper sense in that must have kindled certain pleasant and a hopeful feeling in every Indian irrespective of the religion he/she belongs to. Early reports in the media on the responses on the thought proves its potential for working with it expansively towards creating a more harmonious nation – bolstering the pursuit of nation development for the happiness of all sections of the society. 

In business, cross branding is tried between or with a set of brands belonging to a group or partnered with other brands for deriving relative brand advantages. Rarely cross branding is tried abusing rival brands notoriously for clinching a certain brand advantage. Cross branding in another lesser known sense refers to negative moves that diminish brand equity which essentially happen owing ignorance about branding and sheer greed. 

In politics, negative cross branding is in fact the undying trait that is practiced rampantly between political parties and their factions and also at individual levels within the parties. In spite of the task of serving a highly mature product (rule by the nation’s constitution) politics seem to thrive on habitually negative cross branding owing to grossly immature market (larger ignorant populace) and willful immature competition (self-serving political parties). 

But politics, as also true of most other countries – particularly the developing ones, is an indulgent occupation ‘for’ fulfilling the narrow interests of a very, very few, ‘by’ themselves, at the cost of vast populace.

 

Comments

 

Other News

India set to enter 5G era

After years of intense preparation, India is about to take the next step in information and communication technology. Prime Minister Narendra Modi will launch 5G services in India on October 1 and also inaugurate the 6th Edition of India Mobile Congress 2022 to be held till October 4, at Pragati Maidan, Ne

Ram Shravan Manan: A musical venture that leads to self-reflection

There is this popular saying that epics are never told, but always retold. Ramayana is one such epic and needs no introduction. Its plot is grounded in sacrifice and the end brings out hope that the good always wins. But how is a centuries-old tale of the prince of Ayodhya still relevant for today’s

Garib Kalyan Ann Yojana extended for three more months

In pursuance of the pro-people announcement made by the prime minister in 2021 and successful implementation of additional food security under PM Garib Kalyan Ann Yojana, the union cabinet has approved its extension for a further period of three months, from October to December 2022. At a ti

A great literary feast (that could’ve been even more sumptuous)

A Case of Indian Marvels: Dazzling Stories from the Country’s Finest Writers Edited by David Davidar Aleph, 390 pages, Rs 999 Change is the only constant, and India has always been doing so. Yet, after independence, if there was a year when the p

Govt e-Marketplace sellers report more business

“My volume of business has increased ever since I registered on GeM (Government e-Marketplace) in 2017. Earlier, I could supply items only in the vicinity of my shop in Fort area and only within Mumbai. Now, I ship my products all over the country! I have tied up with India Post and three private cou

How the Hindi Newspaper Business Changed

The Journey of Hindi Language Journalism in India: From Raj to Swaraj and Beyond By Mrinal Pande Orient BlackSwan, 188 pages, Rs 1,195.00 In India, the English-language media is considered the ‘national media’, while the language press

Visionary Talk: Amitabh Gupta, Pune Police Commissioner with Kailashnath Adhikari, MD, Governance Now


Archives

Current Issue

Opinion

Facebook    Twitter    Google Plus    Linkedin    Subscribe Newsletter

Twitter