Marketers up self-image reinforcement

20 Oct,2011

 

By Neha Dewan

 

Companies are working harder this year to preserve or refine their projected image, with a 40 percent jump in volumes of corporate image advertising on television over the corresponding period of the previous year.

 

According to data released by media measurement organisation TAM Adex, Hero MotoCorp, which went in for an advertising blitz after a change of corporate identity, tops the list of advertisers in the corporate brand and image category between January and September.

 

At a time when questions are increasingly being raised over corporate governance and corporate greed, companies are turning to advertising that focuses on their core values and contribution to society rather than just the products or services they seek to sell. Corporate image advertising seeks to reassure consumers as much as to convert them to the intended perception of brands.

 

Maruti, Adidas and Mahindra & Mahindra are some of the other companies that figure among the top ten advertisers in the category. Aditya Birla Group and Life Insurance Corporation of India are the only two advertisers among this year’s top ten that featured in last year’s list of top advertisers as well.

 

FMCG company Reckitt Benckiser, which topped the list last year, does not figure among the top ten advertisers this time round. Neither does any telecom company, despite the 2G telecom scam taking the sector by storm ever since it broke out last November. Just before that, however, Essar Group, a diversified conglomerate with interests in communications among other sectors, was the second biggest advertiser during January-September 2010.

 

“With the growth in economy, companies are paying greater attention to building their corporate brand equity. Moreover, with so many brands available today, a consumer will prefer to know what he is buying and where the brand really comes from,” says Mr Madhukar Kamath, group CEO, Mudra Group.

 

This year’s leading advertiser launched its new corporate identity with the campaign ‘Hum Mein Hai Hero’ on Independence Day across television, print, radio and cinema. “We preceded it with a period where we did not advertise at all. The result was quite effective as it led to a very smooth transition for us,” says Mr Anil Dua, senior VP, marketing and sales, Hero MotoCorp.

 

Dua reasons that corporate image advertising is all the more necessary for companies that sell products such as twowheelers. “For a category like ours, there is more involvement on behalf of the customers. Hence, they need more assurance and tend to see the company from closer quarters,” he says.

 

India’s biggest utility vehicles maker Mahindra & Mahindra turned to corporate image advertising early this year when it went in for an image makeover with its ‘Rise’ campaign focusing on the core values of the group. The group plans to have two-three rounds in a year of such advertising which will be a mix of mass media, digital and PR-driven communication.

 

“Consumers are asking questions to corporates about their philosophy, practised values, stance on sustainability and contribution to the society,” says Mr B Karthik, GM- corporate brand management and business transformation, M&M.

 

 

Source:The Economic Times

Copyright © 2011, Bennett, Coleman & Co. Ltd. All Rights Reserved

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