Starting the journey as brand ‘Orange County’ in 1994, Mr. Jose Ramapuram took the SJIM students on the fascinating journey of the brand as it metamorphosed into the ‘Evolve Back’ brand, 23 years into what was an extremely successful and unique growth story.

Mr Jose Ramapuram, the Executive Director Marketing at Evolve Back Resorts has played a vital role in shaping this family-owned experiential resort brand's destiny. Evolve Back continues to be an essential part of Jose's life, as he believes it reflects the culture and values inherited by his family over many generations. In addition, growing up amidst scenic nature in rural India has played a large part in forming his present environmentally conscious worldview. The strategic brand mantra of Evolve Back “Spirit of the Land” continues “to provide exquisite holiday experiences, while preserving the purity of nature and culture of the land.”

Mr Ramapuram also highlighted the reasons for the name change from Orange County to Evolve Back so as to reflect its new avatar, i.e. to deliver the ‘spirit of the land’ to its target audience. Mr Ramapuram was able to effectively demonstrate the live application of all the branding theories and branding concepts discussed during the Strategic Brand Management course with the Evolve Back brand story. Prof. Abraham Karimpanal, who teaches marketing at SJIM moderated the session.

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