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In this work, generation control of an isolated small hydro plant (SHP) is demonstrated by applying optimal controllers in speed governor and hydraulic turbine system. A comparative analysis of application of fuzzy PI (FPI) and PID controller is conferred for generation control (both power and terminal voltage) of an SHP. The controllers are designed optimally by using crow search algorithm (CSA) and novel hybrid differential evolution crow search algorithm (DECSA). The purpose of this paper is to settle the voltage and real power to improve the quality of the power.

In this work, the controllers (PID and FPI) are implemented in speed governor and excitation system of SHP to regulate power and terminal voltage. Differential evolution and CSA are hybridized to enhance the performance of controller to refurbish the power and terminal voltage of SHP.

The proposed DECSA algorithm is applied to solve ten benchmark functions, and the effectiveness of DECSA algorithm over CSA and DE is demonstrated in terms of best value, mean and standard deviation. CSA and DECSA algorithms optimized controllers (PID and FPI) are used to design SHP with the capability to contribute power and voltage of better quality. The comparative analysis to substantiate the competence of DECSA algorithm and FPI controller is demonstrated in terms of statistical measures of power and voltage of SHP. Robustness analysis is performed by varying all system parameters to prove the effectiveness of the proposed controller.

The proposed algorithm and FPI controller are applied individually to improve the quality of the power of SHP. DE, CSA and DECSA algorithms are implemented to solve benchmark equations. The solutions of all benchmark equations contributed by DECSA algorithm is converged rapidly and having minimum statistical measures as compared to DE and CSA algorithms. The DECSA algorithm and FPI controller are proposed with superior competence to enhance the generator performances by conceding undershoot, overshoot and settling time of power and terminal voltage. DECSA-based FPI controller contributes a noticeable improvement of the performances over other approaches.

After working through the case, the students should be able to understand Indian political economy and the brand building process of NaMo; identify the media mix strategies used to build the brand NaMo in India; evaluate possible future growth strategies for brand NaMo; and compare and contrast brand NaMo with business brands.

Narendra Modi popularly called as NaMo was the current Prime Minister of India. He belonged to Bhartiya Janata Party (BJP) which won India’s general elections in two consecutive terms 2014 and 2019. NaMo was recognised worldwide for his prudence in leading the country to greater heights of achievement. NaMo started his political journey as the worker of BJP at a tender age. His rise in political career was akin to flagship brand overtaking the parent brand. All the steps taken in the past to position himself as a cult brand, will it fortify to NaMo’s victory in 2024 general elections? Business firms may follow NaMo’s strategies. What can the business brands emulate from NaMo to market and position themselves? Can political success be transpired to business success?

This case is designed for use in a graduate-/postgraduate-level marketing course in segments on brand management, brand expansion and the marketing strategies of a market leader. The case can also be used in a brand management course to discuss brand management models (e.g. Keller’s brand resonance pyramid and brand value chain). This case has particular application for classes that focus on brand equity, STP for any brand (segmentation, targeting and positioning) and brand value chain. The case looks in detail at the Indian political market and brand building process of NaMo and examines competitive moves since its inception. This case can be used in brand management, media management courses. The dilemma can be explained as part of a marketing course for postgraduate and executive programmes.

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CSS 8: Marketing.