What does it take to build a brand?

Worldwide, companies and economies have realized the importance of intangible assets, as they offer a stronger bulwark against competition, compared to tangible assets which are more easily replicable. The brand has always been more than a product ... a bundle of functional benefits and added values that some people value enough to buy into repeatedly. Indian organizations have realized the importance of developing and nurturing brands, largely over the past three decades since the onset of economic liberalization. While we have seen some Indian brands attain strong equity and international recognition, we believe, the best of branding is now coming into the forefront in our country.

Anyone with responsibility for building a brand needs to be:

Creative, Intelligent, Innovative, Venturesome, Nurturing, Disciplined and Service-Focused

They must also master three primary tasks:

• Embody the brand itself. This is the most important task. The communications and the actions of the individual must align with the core purpose and values reflecting the brand. The organization looks to brand managers as role models who portray appropriate behaviour and act in the best interests of the brand and company.

• Understand the underlying sources of brand value and protect and build on them. Conversely, brand managers must also challenge convention to keep the brand fresh by questioning what has become the status quo.

• Continually search out what makes the brand unique. Customer preferences, competitive frameworks and market conditions are incredibly dynamic. Renewing and refreshing the brand to ensure continuing relevance, differentiation and credibility are the most strategic tasks and perhaps the most consuming tactically. Brand managers must determine what cannot change and what must change.

Worldwide, companies and economies have realized the importance of intangible assets, as they offer a stronger bulwark against competition, compared to tangible assets which are more easily replicable. The brand has always been more than a product ... a bundle of functional benefits and added values that some people value enough to buy into repeatedly. Indian organizations have realized the importance of developing and nurturing brands, largely over the past three decades since the onset of economic liberalization. While we have seen some Indian brands attain strong equity and international recognition, we believe, the best of branding is now coming into the forefront in our country. Irrespective of the underlying product or service, brands need to be treated as assets rather than an expense on the income statement. Only when they are seen as an asset, the natural urge to promote and protect them can be felt. The ways and means to promoting and protecting brands then follow far more naturally and excelling at it becomes a part of the organizations DNA.

We at Team Vertebrand believe in this philosophy and deliver it on every brand and project managed by us.

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