Driving Customer Appeal Through the Use of Emotional Branding

Tapan Panda is an alumnus of University of Houston, USA, where he completed an MBA in Global Energy. He holds a PhD in Business Administration. He has worked as a full-time faculty member at 3 IIMs – Lucknow, Kozhikode and Indore. He has also officiated as Director, Indian Institute of Management, Indore before joining Everonn Education Limited (a BSE and NSE listed company) as its president -marketing & corporate affairs. He has more than twenty years of academic experience in marketing, branding and customer relationship management. He was also Director at Great Lakes Institute of Management, Chennai. He has visited C.T. Bauer College, University of Houston, Texas, USA; University of Cincinnati, Ohio, USA; Fudan University, Shanghai, China; on visiting academic assignments. He has trained people from reputed organizations like ONGC, GAIL, SAIL, EIL, HUL, LG, AXIS Bank, and TVS Motors. He is a member of American Marketing Association (AMA), National Board of Accreditation (NBA), and AIMA. He has published extensively in reputed national and international journals and presented in international conferences across the world. He has more than 50 research papers and 16 books to his credit. His books include: Sales and Distribution Management (Oxford University Press), Marketing Management (Excel Books), Tourism Management (Orient Longman). He is a regular contributor to business newspapers and magazines; and has participated in CNBC and Zee Business programmes.