Quality and Communication: Catalysts for the Journey from Product to Brand


Dr. Amit Aggrawal: Associate Professor
Centre for Fashion Business, 
Centre for Retail Management and
 Centre for IMC and  Brand Management
There has been a vivid development in the Indian society per the brand communication sense developed in the last two decades. All the brands have really become cautious of the reputation, be it virtual or real. With the advent of umpteen brands since financial evolution of early 90's the market in India irrespective of the domain has changed many folds. The evolution of the products to brands has become a much more serious business than ever before. All the companies in various areas of product or service have been very instrumental in maintaining the high quality with enlarging the product portfolio so as to carve a broader horizon for their existence and growth.

Nevertheless, with the maintenance of the best quality in the market place, it is very indispensable to communicate the same. The Indian “Integrated marketing Communication” arena is still very much immature when the convergence from brand recognition to brand identity and eventually to brand loyalty is an issue. 

The industry has a huge dearth of really task driven and passion oriented professionals who can take the ownership of the quality products or services to turn into a brand which can not only be recognised but be respected by the target market and competitors.

RKU's Experiential Learning Environment involves blend of concepts and industry exposure to best of the groups, brands, IMC companies for its students is a multi-way platter. To market themselves to the industry experts and decision makers as also financiers to fund the students` business ideas the students are given complete intellectual, motivational and skill based support to develop their portfolio, very importantly in a way to realise their dream of being a branding and marketing communication professional or an entrepreneur.

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Associate Professor – Dr. Amit Aggrawal has around a couple of decades of experience in the Higher Education and Corporate Sectors. He has earlier worked with prestigious organizations like National Institute of Fashion Technology (NIFT), Businessworld and C.K. Birla Group. Teaching, training, research and learning are passions that drive him to excel every day. Dr. Aggrawal’s forte lies in being a good listener which helps him in empathizing with the students. 

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