PUBLIC RELATIONS IN REALM OF BRAND STRATEGY- A QUALITATIVE STUDY OF LENOVO INDIA

Business & Marketing Management

Public Relations play an important while introducing new brands. Most brands fail to command attention and market equity because they were introduced into the market place with advertising instead of Public Relations. Can we ever imagine putting a horse before the cart? What happens? Can we just imagine building a house without first laying the foundation? It exactly follow the same routine based approach & following sequential & logic steps for it. Advertising seems to be used by most companies to introduce new brands. Moreover a advertising budget is needed to maintain a brand is a costly affair, also only advertising won’t get a new brand off the ground or out of the manufacturer’s store. Undoubtedly PR plays a long-term role in creating a positive perception for new brands. We are living in a more information and technological conscious society where people do come across multi faceted commercial messages on hourly and daily basis. In order to lunch itself into limelight and create a chance in the much saturated marketplace, a brand must be able to generate and command positive word of mouth and more favorable publicity in the media amongst other things. Moreover, Brand strategy is a useful way to strengthen competitive competence of products. However, there is not enough research present & is not evident which show implementation of a successful brand strategy using public relations in the available & existing literature. The study & work is an effort to shed light & to develop a proper understanding about the role of Public relations in developing successful brand strategy by considering Lenovo India.

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