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Prof. Siraj Bloch, Asst. Professor, Marwadi Education Foundation, Rajkot Email: sirajbloch@gmail.

com Mobile: 8128668957 Topic: Innovation sustains the brand in long run. Relevance: Today the success of the brand is highly depends upon the follower of that brand community. To be relevant for this community, brands need to rejuvenate it continuously. Many brands sometime due to accomplishing short-term objective compromise in the innovation investment. So it is very important to understand the value and long-term return of innovation. In many categories superiority is the only differentiator but the innovation is the better edge for all categories. Approach: The study will require in-depth primary research through qualitative tools like personal interview to understand the insight of brand managers, how they take this matter. This will also need quantitative research to know the consumers perception about most innovative as well as least innovative brands. To know the past record about the successful brand and the innovation which they kept on doing, study will need the desk-research to back the hypothesis by the facts and figures. Outcome: This will help the marketing professionals to understand the innovation and the results of doing / not doing innovation. The study will also give the idea of what kind of category need the innovation very crucially. It will help the marketers to understand the consumers point of view. Reason to pursue the research: I worked as a Marketing Executive with Macleods Pharmaceuticals and my subsequent work experience in Software industry made me realize my actual potential and led me to pursue my Management degree. At that moment, I was selling the product only but always curious about like how the product would have been developed. Why so specific market for the sale of it? Why this particular strategy? It always used to excite me and think about it, which later on was added by my exposure during my stint at McCann Erickson, Mumbai as Client Servicing. Therefore, as an Asst. Professor and research scholar I am inclined towards the research in marketing. It was exactly of my interest and my 3600 experience in Marketing from sales, service and business development to branding, advertising and market research inspired me to learn it more closely and under the supervision of highly qualified mentors who can quench the thirst of learning in me. I want to know the ground realities and learn more about management. Also, in the future I see myself contributing a bit to the Marketing field by my learning and observations.

PG (Advertising & Media) MBA (Marketing)

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