FORE School Of Management

GUEST LECTURE BY PROF. RAJ DEVASAGYAM

On July 05, 2013, Fore School of Management had a great opportunity to learn when Professor Raj Devasagyam from Siena College, New York shared his knowledge on “Advances in Brand Management” with the 2012-2014 batch. He started with the fact that we all have some basic human needs but brands are something we aspire for. He enlightened students about transformation of products into big established brands and then focused on maintaining brand loyalty, making a brand community and building brand cults.

The audience was able to connect and participate as he moved on with various youth brands like Nike, Harley Davidson, BMW, Walmart, etc. and shared day-to-day examples of brand perceptions focusing on how brands are usually strategically placed so as to occupy a share in the consumer’s mind set.

Prof. Raj Devasagyam addressing the students of batch 2012-2014, FORE School of Management

He focused on how different brands work on ideas to manage the brand creatively, which in turn helps in maintaining brand loyalty. Brand loyalty basically works on Insistence, Persistence and Variety seeking consumers. If a brand is able to maintain these factors, it experiences a high level of loyalty from customers.Secondly he discussed about brand community which emphasizes on shared consciousness, rituals and traditions and sense of moral responsibilities of customers. Brand community reflects a group’s affinity towards a brand.

Lastly Prof. Raj discussed about Brand cult which relates to social identity theory, categorization and self enhancement. This was a very unique concept he focused on that highlighted how many brand followers set unconscious standards that any person using that particular brand must imbibe.  This heightens the sense of brand loyalty but also has a negative affect by restricting entry of new consumer. In the end he had a round of interaction with the audience, where students came up with insightful and curious questions that showed both their interest in the subject, and their willingness to gain as much knowledge as they could.

Prof. Raj’s answered the queries by in a crisp and direct manner, leaving no room for doubts and enhancing the understanding of the students. The overall discussion gave students a detailed insight of Brand Management and its concepts.