123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901

Marketing and Branding – Issues and Challenges 1

12345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012

Brand Management Practices – Issues and Trends2 Brand ManagementPractices

– Issues and Trends

First Edition: 2011

MUMBAI NEW DELHI NAGPUR BENGALURU HYDERABAD CHENNAI PUNE LUCKNOW AHMEDABAD ERNAKULAM BHUBANESWAR INDORE KOLKATA

Dr. K. SasikumarProfessor and Head

Department of CommerceUniversity of Kerala

Thiruvananthapuram – 695034Kerala

andDr. K. S. Chandrasekar

DirectorInstitute of Management in Kerala

University of KeralaThiruvananthapuram – 695034

Kerala

123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901

Marketing and Branding – Issues and Challenges 3© AUTHORSNo part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means,electronic, mechanical, photocopying, recording and/or otherwise without the prior written permission of the authorand the publisher.

First Edition: 2011

Published by : Mrs. Meena Pandey for Himalaya Publishing House Pvt. Ltd.,“Ramdoot”, Dr. Bhalerao Marg, Girgaon, Mumbai - 400 004.Phone: 022-2386 01 70/2386 38 63, Fax: 022-2387 71 78Email: himpub@vsnl.com Website: www.himpub.com

Branch Offices:New Delhi : “Pooja Apartments”, 4-B, Murari Lal Street, Ansari Road, Darya Ganj,

New Delhi - 110 002. Phone: 011-23270392/23278631, Fax: 011-23256286Nagpur : Kundanlal Chandak Industrial Estate, Ghat Road, Nagpur - 440 018.

Phone: 0712-2738731/3296733, Telefax: 0712-2721215Bengaluru : No. 16/1 (Old 12/1), 1st Floor, Next to Hotel Highlands, Madhava Nagar,

Race Course Road, Bengaluru - 560 001.Phone: 080-22281541/22385461, Telefax: 080-22286611

Hyderabad : No. 3-4-184, Lingampally, Besides Raghavendra Swamy Matham,Kachiguda, Hyderabad - 500 027.Phone: 040-27560041/27550139, Mobile: 09848130433

Chennai : No. 85/50, Bazullah Road, T. Nagar, Chennai - 600 017.Phone: 044-28344020/32463737/42124860

Pune : First Floor, "Laksha" Apartment, No. 527, Mehunpura, Shaniwarpeth(Near Prabhat Theatre), Pune - 411 030.Phone: 020-24496323/24496333

Lucknow : Jai Baba Bhavan, Church Road, Near Manas Complex andDr. Awasthi Clinic, Aliganj, Lucknow - 226 024. Phone: 0522-2339329,Mobile:- 09305302158/09415349385/09389593752

Ahmedabad : 114, “SHAIL”, 1st Floor, Opp. Madhu Sudan House,C.G.Road, Navrang Pura, Ahmedabad - 380 009.Phone: 079-26560126, Mobile: 09327324149/09314679413

Ernakulam : 39/104 A, Lakshmi Apartment, Karikkamuri Cross Rd., Ernakulam,Cochin – 622011, Kerala.Phone: 0484-2378012/2378016, Mobile: 09344199799

Bhubaneswar : 5 Station Square, Bhubaneswar (Odisha) - 751 001.Mobile: 09861046007, E-mail: orissa@himpub.com

Indore : Kesardeep Avenue Extension, 73, Narayan Bagh, Flat No. 302,IIIrd Floor, Near Humpty Dumpty School, Narayan Bagh,Indore 452 007(M.P.) Mobile: 09301386468

Kolkata : 108/4, Beliaghata Main Road, Near ID Hospital, Opp. SBI Bank,Kolkata - 700 010, Mobile: 09910440956

DTP by : HPH Editorial Office, Bhandup (Nalini Bagwe)Printed by : Bengaluru

12345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012

Brand Management Practices – Issues and Trends4

Marketing is now considered as a vital force in organisations. Those who are practisingmarketing in a professional manner will definitely reap rich dividends. In fact, the role playedby creating a brand (whether single or multiple) has had farreaching positive consequences.This book is a result of a compilation of articles and research papers that are contributed bythose involved in the area of branding as academicians and professional partners. Brandinghas had its share of issues and problems in the market as India is grabbling with thecompetition from unorganised marketers who take the major pie due to the amenability torural markets. This book is divided into various chapters with focus on introduction tobranding, brand awareness and brand identity, brand extension, brand stretching and brandequity. Most of the chapters are based on case studies and real life examples that will givethe reader an easy learning experience. This book will be useful to all those pursuing BBA,B. Com., M. Com., MBA and those practising professionals in the area of branding.

Prof. (Dr). K. Sasikumarkeralasasikumar@gmail.com

Prof. (Dr). K. S. Chandrasekarkscnair@gmail.com

Preface

123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901

Marketing and Branding – Issues and Challenges 5

Module 1: What is a Brand and Why Branding?

1. Marketing and Branding – Issues and Challenges 3 – 9 Definition of Marketing Definition of Marketing Strategy Direct Marketing The Global Trend Toward Brands

2. Brand – A Unique Differentiator 10 – 15 Introduction The Branding Concept Brand – As a Unique Differentiator Brands as Business Assets Branding at Corporate Level Branding in

Services Sector Brand Management Conclusion

3. Brand Marketing Scenario in India 16 – 21 Introduction Need of Brand Marketing Brand Marketing in India Brand

Marketing: An Indian Perspective Suggestions Conclusion

4. Brand Marketing Practices in India 22 – 28

5. Customer Care in Brand Marketing Practices 29 – 33The Customer Customer Care A Customized Organisation

6. The Market Share of Selected Brands of White Goods in India 34 – 40 Introduction Brand of White Goods in India Consumer Electronics and

Television Sets Opportunities and Projection

7. Issues and Challenges Before Indian Brands 41 – 48Introduction The Concept of Branding Measures to Meet the Challenges

Conclusion

8. Branding and Rural Markets 49 – 53 What is a Brand? Branding - The Concept Objectives and Methodology Salient Features of Rural Markets in India Branding in Rural India Conclusion

9. Mpeda as a Brand and Its Marketing Strategies 54 – 60 India – The Seafood Business Hub Cochin – The Seafood Capital of India Role of Mpeda (Nodal Agency for Marine Products Export) Conclusion Reference

10. Brand Marketing Practices of Mobile Instrument in India 61 – 64 Introduction Significance of Brand Marketing Brand Development Main Tasks in Managing Brand Brand Equity Approaches to Valuation

Contents

12345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012

Brand Management Practices – Issues and Trends6

Brand Marketing Practices of Mobile Instrument Brands and the Functionsof Brands Conclusion

11. The Subsidy Package Under Cluster Development for the SustainableGrowth of SSI Sector in an Organised Branding in Kerala 65 – 67 References

12. New Perspectives of Retail Brands in India 68 – 76 World Retail Scenario Indian Retail Scene The Retail Market Super

Markets Retail Brand Building Strategies Conclusions

Module 2: Branding Issues-Extension, Positioning and NewBrand Management

13. Brand Extension – An Emerging Strategy of Marketing 79 – 83 Objectives of the Study Corporate Brands Brand Awareness Managing

Growth Through Brand Extensions Types of Brand Extensions Tips forSuccessful Brand Extensions Conclusion

14. A Study of the Extent of Similarities and Dissimilarities in Perceptionsof Individuals from the Same Target Group Towards Brand PositioningThrough Advertising 84 – 94 Research Methodology Conclusion

15. New Brand Management – Challenges and Opportunities in India 95 – 102 Environmental Forces on Brand Management Arrival of MNC Brands Conclusion

16. Brand Failures and Success Analysis: A Brand Marketing Study 103 – 107 Objective Conceptual Framework Methodology Analysis of Findings

and Suggestion Conclusion

17. Joint Sales Promotions in India – Innovations Beckon 108 – 113 Introduction Need for Joint Promotions Reasons for the Use of Joint

Promotion Conclusion

Module 3: Brand Strategies – International and Indian Studies

18. Brand Strategies – Case Study of Hindustan Unilever Limited 117 – 128 Past Milestones Present Stature Role in Modern Branding Scenario A

Brand Worth Branding Decision: To Brand or Not To Brand? Conclusion

123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901

Marketing and Branding – Issues and Challenges 7

19. Creating Brand Strategies for Real India 129 – 133 The Profile of Rural Consumers in Real India Nature of Expenditure Nature of Buyers Position of Brands Marketing in Real India Tapping

the Rural Brands Marketing Conclusions Findings

20. Brand Strategies in the Indian Context 134 – 138 Need of the Hour Conclusion

21. Insurance Branding and Marketing – A Study at Kottayam 139 – 141 Indian Scenario Kerala Scenario Marketing of Life Insurance Products

in Kottayam Conclusion

22. Brand Strategies in Bagalkot District 142 – 146 Branding About BAGALKOT Conclusion

23. Corporate Brand and Individual Brand – Effect on CR 147 – 154 Introduction Corporate Brands and Product Brands Idividual Brands Need of Corporate Reputation and Corporate Brand Corporate Brand –

Why? Effect of Brands On Customer Relations Conclusion

24. Branding Gujarat 155 – 160 The Role of Brands in Marketing A Case Study of Gujarat on Brand Conclusions

25. Ethnic Garments – A Study on the Consumers’ Preference forBranded Ethnic Wear 161 – 177 Ethnic Wear Saree and Salwar Kameez Market (Indian Ethnic Daily Wear)

Importance of Study Scope of the Study Branding The Brand Pyramid Brand Equity Brand Loyalty Overview of Garments Textile Industry Current World Production Future Scenario of the Clothing Industry Clothing for Women Conclusion Suggestions

26. A Study on Consumption Pattern, Brand Preference and InfluencingBrand Attributes of Ice Cream 178 – 182 Ice cream Market in India Present Study Focused Area of Present Study Methodology of Present Stud Important Findings of the Study Conclusion

27. Issues in Brand Strategies and Brand Image 183 – 195 A Case Brand Creation The Apple Pie Relevance Brand Marketing Practices in India A League of Extraordinary Gentlemen Conclusion

Module 4: Brand Equity - Issues and Challenges

28. Action/Attitude Model for Global Brand Buliding – An Insight forIndian Companies 199 – 213 Introduction Globalisation Indian Multinationals Global Brand

Positioning Entry and Exit Barriers Literature Review Caa Model Futrue Scope of Research Conclusion

29. Brand Loyalty and Brand Equity – Issues 214 – 219 Methodology Objectives Significance of the Study Limitations Hypothesis Findings of the Survey Conclusions Suggestions

30. Effective Brand Image Creation: Steps 220 – 223 Ways to Create a Brand Conclusion

31. Brand Building in the Indian Context 224 – 235 The Value Proposition The Benefits of A Strong Brand Developing the

Framework and Communicating the Value Proposition The 7C’s of Branding Six Steps to Brand Management Building Customer Relationship Brands

as a Wealth Creators Conclusion

32. An Insight on Awareness of Tata Nano 236 – 246 Tata Motors Ltd. The Nano Comparison with other Cars Conclusion

33. MTR – Heritage Branding and Brand Equity 247 – 255 Brand Branding Strategies for Building Heritage Brands MTR – As a

Heritage Brand READY TO EAT – MARKET Conclusion

34. Brand Equity in Indian Banking 256 – 265

Conclusion

35. Brand Marketing in Rural India 266 – 271 Introduction Objectives of Rural Brand Marketing in India Effects of

Brand Marketing in Rural India SWOT analysis for Brand Marketing inRural India Conclusion References

36. Branding Kerala’s SSI Products in the E-World to Cope Challengesof Globalisation 272 – 278

37. Retail branding in India Issues and Challenges 279 – 286 An Insight Indian Retail Sector SWOT Analysis of Indian Retail Sector Challenges in Retail Branding

Module 1Module 1Module 1Module 1Module 1

WHAT IS A BRAND AND WHY BRANDING?

1. Marketing and Branding – Issues and Challenges

2. Brand – An Unique Differentiator

3. Brand Marketing Scenario in India

4. Brand Marketing Practices in India

5. Customer Care in Brand Marketing Practices

6. The Market Share of Selected Brands of White Goods in India

7. Issues and Challenges Before Indian Brands

8. Branding and Rural Markets

9. Mpeda as a Brand and Its Marketing Strategies

10. Brand Marketing Practices of Mobile Instrument in India

11. The Subsidy Package Under Cluster Development for the SustainableGrowth of SSI Sector in an Organised Branding in Kerala

12. New Perspectives of Retail Brands in India

12345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012

Brand Management Practices – Issues and Trends10

Definition of Marketing

“Marketing is an organizational function and a set of processes for creating,communicating, and delivering value to customers and for managing customer relationshipsin ways that benefit the organization and its stakeholders.”

Marketing

Satisfaction ofneeds and wants

through ideas,products, and

services

Needs andWants

From this definition, it is clear that successful marketing creates value for two or moreparties so that each is satisfied. The definition goes much deeper than simply “selling somethingto somebody”. Satisfaction of both parties is an implicit aspect in the exchange relationship.

Marketing must understand both the “Needs & Wants” side of the equation and the“Product, Ideas, & Services” side of the equation. Not only must marketing fully understandboth sides of the equation, but it must also effectively communicate the details of each inorder to successfully bridge the gap between the two.

Dr. Ashok Kumar Mishra

Marketing and Branding– Issues and Challenges1

123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901

Marketing and Branding – Issues and Challenges 11

Definition of Marketing Strategy

Marketing Strategy is a set of specific ideas and actions that outline and guide decisionson the best or chosen way to create, distribute, promote, and price a product or service(manage the marketing mix variables).

More than Just a Transaction

Marketing is more than just making a sale. You should view your marketing efforts asa continuous process of creating and cultivating relationships. As a marketing professional,you must strive to apply an integrated marketing approach using the many marketing toolsand channels available to you to gain not only market share but also gain a greater share ofeach customer.

You must continue to create new customer relationships while gaining a greater shareof each of those customers. This means that not only will you make a successful matchbetween your products/services and the needs/wants of your market, but also you will continueto maintain the relationship with your customers. Throughout the relationship, you willwork hard to understand your customers’ additional needs and wants better than anyoneelse, so you can introduce them to more products, services, and ideas that meet more of theirneeds and wants. When you master this simple yet often overlooked concept, you will seeyour business grow faster and larger than you ever imagined.

Once a customer is made, resources must be invested to maintain an ongoing, healthy,and profitable relationship with that customer. This is the true battleground of Sales &Marketing professionals today. Reaching and acquiring a new customer is one thing, keepingthe relationship healthy and strong over a long period of time is the mark of the true marketingprofessional concerned with the long-term health of the organization. Obtaining newcustomers in the short-term is a challenge to be sure, but maintaining relationships withthose customers over time are even more challenging and is absolutely crucial to the long-term survival of your business. Over the lifetime of involvement with the customer, valuemust be created for both parties in order for the relationship to prosper. In order to helpcreate that value, we must realize customers are unique and must be treated differently. Themore value you can create for your customer, the more he or she will continue conductingbusiness with you. Some of the great thinkers in marketing today call this “customer loyalty”.Others call it “the propensity to repurchase”. Whatever you call it, maintaining the customerrelationship while continuously delivering value is essential to your business.

12345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012

Brand Management Practices – Issues and Trends12

No Two Customers are Alike

Customers each have their own unique needs and wants and they receive varying degreesof value from their relationship with you. When you no longer represent any value to them,they will stop conducting business with you.

Customers, likewise, also represent various levels of lifetime value to your business. Youmust identify your most valuable customers and devise ways to cater to them in order tokeep them ‘loyal’ to you. If some of your customer relationships are not of mutual benefitand you identify zero or negative value customers, you must let them go or discontinue therelationship. Although this is a hard pill to swallow, smart marketers realize that continuingto invest resources into customers that do not provide a return on investment is detrimentalto the long-term success and survival of their business.

Direct Marketing

Direct communications with carefully targeted individual consumers to obtain animmediate response and cultivate lasting customer relationships.

Direct marketing usually is carried out through telephone (telemarketing and telesales),direct mail (brochures, catalogues, flyers), direct-response broadcast advertising (television& radio), online computer shopping, and cable television infomercials and home shoppingnetworks. There are many benefits of direct marketing—both to buyers and sellers.Customersenjoy the convenience of direct marketing, as they do not have to battle traffic, find a parkingspace, or shop through stores. Often they can simply order from a catalogue using thetelephone or while shopping online and never even have to leave their home as goods areshipped directly to their doors. Buying through direct marketing channels is also privateand easy and does not have to involve a face-to-face interaction with a salesperson (being asales and marketing professional myself, I find it hard to believe ... but many people do notplace a high value on dealing with sales people). Direct marketing can also offer a widerselection of products while making comparison-shopping easier with greater access toalternative or competing products. Finally, direct marketing is immediate and good can bepurchased immediately in the exact desired configuration. In short, direct marketing can befun, save time, offer a broader selection, allow comparison-shopping, and allow the individualto direct-order customized products.

Sellers also enjoy many benefits of direct marketing. It is a great tool in customerrelationship building as it provides direct communication with customers. Direct marketerscan also gather a great deal of information about their customers that not only enables themto provide value addition through new products and services, but it also allows them tomore precisely target the prospective customers. Direct marketing also can reduce costs

123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901

Marketing and Branding – Issues and Challenges 13

(minimize overhead of retail space, utilities, etc.) while increasing the speed and efficiency ofthe operation. In short, direct marketing allows sellers to customize offerings, create ongoingrelationships directly with customers, preserve privacy, and are constantly adjusted to improveresponse rates.

Personal Selling

Personal presentation by the firm’s sales force for the purpose of making sales and buildingcustomer relationships. Personal selling is paid personal communication that attempts toinform customers and persuade them to purchase products or services.

Undoubtedly, by now you’ve figured out that marketing enables individuals andorganizations to sell products and services to other people to help them satisfy their needsand wants. At some point in the selling process, personal selling usually becomes involved.

It is the personal selling process that allows marketers the greatest freedom to adjust amessage to satisfy customers’ information needs. Personal selling allows the marketer orseller to communicate directly with the prospect or customer and listen to his or her concerns,answer specific questions, provide additional information, inform, persuade, and possiblyeven recommend other products or services.

The word “brand”, when used as a noun, can refer to a company name, a productname, or a unique identifier such as a logo or trademark. In the pre-industrialised society,which was crafts based, there was no need for a brand…(so to say). There was no need foranyone to remember who makes what? The village craftsmen made things for daily use andeveryone of them knew everyone’s tastes at personal levels. When industrialization mademass production possible, things made in one part of the world sold in another corner of theworld. The manufacturer was in no more contact with the consumer. The transactions became‘impersonal’. To identify a product from that of competitor in this ‘impersonal’ trade, ‘brand’became the vehicle to ‘personalization’. Today people identify the maker or supplier through‘brand’ and put faith in his products (though the supplier may be far away). World acrosspeople put faith in Sony product when it comes to electronics; Honda, when it comes to cars,and Nike, when it comes to shoes.

The Definition of Brand

A brand is an identifiable entity that makes specific promises of value. A brand alsostands for the immediate image, emotions, or message people experience when they think ofa company or product. A brand represents all the tangible and intangible qualities and aspectsof a product or service. A brand represents a collection of feelings and perceptions aboutquality, image, lifestyle, and status. It is precisely because brands represent intangible qualities

12345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012

Brand Management Practices – Issues and Trends14

that the term is often hard to define. Intangible qualities, perceptions, and feelings are oftenhard to grasp and clearly describe. Brands create a perception in the mind of the customerthat there is no other product or service on the market that is quite like yours. A brandpromises to deliver value upon which consumers and prospective purchasers can rely to beconsistent over long periods of time. Branding as a marketing strategy has seen a significantincrease in interest in recent years due to a variety of factors.

The increase in competition in just about every product category coupled with the abilityfor most consumers to quickly and easily seek out and compare all competing offerings viathe Internet has put a great deal of pressure on brands to strengthen their positions andcontinually seek ways to deliver greater value to customers.

Companies are now fully realizing the importance of creating strong brands that providereal customer benefits so that they can avoid the vicious practice of continual price slashingand cost reduction due to the downward pressure that exists in commodity markets. They’rediscovering that it is desirable to compete on more than just price and volume.

The Global Trend Toward Brands

Companies on a global scale now realize that one of the most promising paths to long-term longevity, a prosperous organization, and healthy profits is to create and manage strongbrands for their products and services. We are seeing countries such as China, Korea, Indiaand Finland, put forth powerful brands with global impact. In the words of Scott Bedbury,author of the book by the same name, it is indeed “A new brand world.”

Brand management is the application of marketing techniques to a specific product,product line, or brand. It seeks to increase the product’s perceived value to the customer andthereby increase brand franchise and brand equity. Marketers see a brand as an impliedpromise that the level of quality people have come to expect from a brand will continue withpresent and future purchases of the same product. This may increase sales by making acomparison with competing products more favourable. It may also enable the manufacturerto charge more for the product. The value of the brand is determined by the amount of profitit generates for the manufacturer. This results from a combination of increased sales andincreased price.

When you think of branding, the first thing that must come to mind is a farmer takinga hot iron and burning a distinctive mark onto the side of a cow. Farmers do this so thattheir cows will not be confused with another farmer’s cows.

But branding has evolved over the years and has now become a common term used inmarketing. Branding is essentially burning your company or website name or slogan intothe minds of potential customers.

123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901123456789012345678901234567890121234567890123456789012345678901

Marketing and Branding – Issues and Challenges 15

In the real world, it may just be a matter of convenience why some people shop at acloser discount store than going that extra mile to the next discount store. But on the Internet,any website is just a click away. You need to differentiate yourself from the rest. Branding cancreate this difference.

One of the most important decisions when it comes to branding is deciding the domainname that you want to use. You want to pick a name that is short and snappy that will“stick” into the minds of visitors and potential customers.

Talking about branding is like talking about leadership. There are coaches and courses,which purport to “teach” leadership, but as we all sense - that’s why we want so badly tolearn it - leadership comes from character and inner qualities. It’s an extension of beliefs andvalues the person holds and then acts out in their life, an integral part of their personality.You can’t pick up “character” in a seminar. It comes from years of reading, work on yourself,exposure to great literature, great art and great people, and plain out of experience.

Leadership isn’t going to a seminar and coming back saying, “Let’s do a missionstatement,” it’s being so devoted to mission yourself others can’t wait to get around you, findout what it is, and partake of it. Leaders lead because other people want to follow them.There’s no other reason. Not the paycheque, not the stick ... just that feeling when we getwith someone - “Hey, I want to go where they’re going. Count me in!” Leadership isn’t asurface thing, and neither is branding. It’s what you stand for, your personality. It’s yoursoul and what you’re about. Branding means starting with your values and beliefs, projectingthese into everything you do, and going forward from there.

When you think about branding your business, sit down and think about what’simportant to you and what you want to project. Then make sure everything you do speaksof this. In other words, walk the walk, don’t just talk the talk If it’s your intent to treatcustomers with respect, operationalize the term and make sure you’re actually doing it. Respectisn’t a concept; it’s an action.

Modernizing your image (logo, collaterals) “won’t effect a change in brand values,”says Temporal. “The heart of the brand remains the same — what it stands for or itspersonality.” Consumer perceptions of quality, service and other intangibles are your brand,and what keeps them coming back for more. Are you approachable? Are you interested? Doyou care? Do your actions show it? Your customers won’t be fooled and they have choices.Just like a cattle brand, a commercial brand denotes a difference. Management guru TomPeters says, “Be distinct or be extinct.” Marketing veteran Jack Trout proclaims, “Differentiateor die” to survive in our era of killer competition. I say, “Run like the rest and you too will beroad kill.”

12345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012123456789012345678901234567890121234567890123456789012345678901212345678901234567890123456789012

Brand Management Practices – Issues and Trends16

The essence of a brand is the mental imprint we plant on the minds of our market. Likea Brain Tattoo™ a brand creates feelings, emotions and an affinity to our products, servicesand companies. For years, large companies have devoted tremendous resources to the brandingprocess. They know well-developed and executed brands create customer loyalty, block outcompetition, allow for greater profit margins and instill confidence in stakeholders. Theyalso know that, for buyers, brands simplify choice, reduce risk and purchasing anxiety,enhance self-image and save time. This same branding formula can work for a small businessor a nonprofit organisation as well as developing a personal identity.

A strong brand is the bond to the buyer. It must be relevant, distinct and memorable. Ina society of so many choices, being different can be the determining factor in the decision-making process. Today in all industries there are many similar business models, productsand services—all paddling for survival in a sea of sameness. Cover the logo on an ad and youoften have no idea what company placed it. The same thing happens with company names,brochures and specialty items: Many look like twin sisters with the same focus on features,no benefits and promises, cookie-cutter language and nothing that sets apart the brand. Yetmany wonder, “Why is our brand so weak?”

Successful branding sometimes takes a radical shift in thinking by the organization’sleadership. Branding is not merely the logo, some catchy tagline or the creative pastime forthe marketing department. Branding is the heart and soul of an organization. Your brandshould stand for something, be authentic and uniquely yours. It should be woven intoevery important decision and resonate through every point of contact with a company’smarket. Having a strong point of difference in your brand category is a major advantage inlanding a successful brand.