Best Brand Manager of india
Dr. Alok Bharadwaj
Senior Vice President, Canon India
All humans have needs & demands. Our demands have two needs. One is functional and the other emotional. Whatever we consume whether Darjeeling tea, French wines, car ride, airline travel, hotel stay, management schooling, TV viewing, VAR India magazine content or just about anything satisfies both these needs. It is this process of contextual definition of what we consume is called a 'brand'. Because the role of perception is high, it becomes a 'mindgame'. Branding is therefore a place that you own in consumer mind. Those brands that create deep impact carve out a concretized space for themselves. At that stage they become powerful and are called 'Power Brands'.
A brand represents an aura, a lifestyle alongside quality. Canon has been long established as one of the best known brands in the world in terms of reliability, innovation and quality.
A brand is not merely a product or logo or technology or even product's identity. There is a saying that 3M's are necessary for a successful brand building - Money, Message & Media. I call it a 3C clarity viz: Create, Convey and Continue. When you do this, you build a Big 'C' brand. It means Charismatic. Long live brand managers of India.
Head - Marketing & Alliance, Fujitsu India Private Limited
In my view, true branding is inside-out. It reflects the personality of the company or a product consistently and over an extended period of time. However, for a brand to make a true impact, it is also internalized by the various stakeholders of the brand and experienced and expressed similarly. Complete 360 degree branding can happen only when the qualities of the brand reflect the values of the company. These values are not static but grow and evolve over a period of time while the core of the brand itself remains intact.
A brand is built on a foundation of values. Every brick that goes into building a brand needs to reflect consistency. The most successful brands have been built with consistency and consonance. I tend to believe that there are no quick fixes here.
A successful brand, built on a foundation of strong values, reflects the personality of the company and enjoys a strong customer connect.The connect is usually emotional and this explains the success of the brand. However, to stay successful in the long term, the brand needs to be experienced consistently by the customer/ stakeholders. To succeed, a brand has to be both honest and heart-felt.
Vice President, Marketing, LG India
Branding is about getting your prospects to see you as the only one that provides a solution to the problem. Global, Tomorrow, Energy, Humanity and Technology are the pillars of LG with the capital letters L and G positioned inside a circle to center our ideals above all else, humanity. The symbol mark stands for our commitment to establish a lasting relationship and to achieve the highest satisfaction for our customers. To succeed in branding one must understand the needs and wants of the customers and one does this by integrating the brand strategies through the company at every point of public contact.
From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.
Branding begins in the minds of the consumers, in how they see, perceive and react to your brand. Branding isn't just about mindless marketing or about the company's logo. It's an entity in itself in how just the logo of the company or the jingle of the advertisement triggers recognition in the minds of the consumers.
WD's Sr. Director (Sales) for South Asia, Middle East & Africa
A brand is a promise. Prudent buyers make purchases based on familiarity or recommendation. They come to expect a certain quality or experience that the brand represents and has been delivering without fail. Branding is a depiction of the brand's consistent delivery on its promise. More than positioning the product in the consumers' mind, it is giving them a feel of what owning the product would actually be like, even before they make the purchase.
Let's take the example of branded products from the WD stable. Each of our products has certain unique features designed to address particular storage needs. For instance, a Caviar Black desktop HDD is ideal for performance enthusiasts, while the Caviar Green is suitable for users who want to cut down on power consumption. We don't expect users to know the exact specifications of the ideal HDD for their purpose, so we created the Caviar Blue, Green and Black branding to make it easy for customers to choose the right HDD. So a branded product should essentially, be able to build back equity to the brand if it is true to the purpose it was created for i.e. helping consumers make better buying decisions.
We at WD firmly believe that a leader needs to learn & innovate to stay ahead in the race. Our commitment starts with maintaining a strong company, which invests its resources wisely and focuses on operational excellence.
L K Pathak
Global Head, Corporate Communications, Elitecore Technologies
Branding is value creation about your product or services you offer. You reach out to the customers and prospects through various innovative means to highlight your promises. However, it remains to be seen that your product delivers the promises you have made which will ensure the satisfied customer base and strong brand value. Higher the Satisfied customer base ensures strong brand value and loyalty. In order to cash on the satisfied customer base we need to create high and consistent visibility to create recall value in the most innovative way.
Brand remains just a name if it is not associated with a set of values which differentiates you with your competition. For me, if you are consistent and successfully keeping your brand promises you will be able to establish well in the market with good brand value. However, it is very critical that you remain visible to create top of mind recall with success stories and customer testimonials and feedbacks. Also, we need to follow the aspirations and be conscious of what the customers want in order to be responsive to the market demands.
The key lies in how effective we are in positioning the product, the positioning pitch should relate to the market demands or it should go well in creating the need in the market.
Manager-Marketing - Mindlance India Pvt. Ltd.
Branding is lot more than just a process of establishing an identity or a face of a product or service which assures of certain perceived values like utility, satisfaction or trustworthiness. It is a way to make your customers 'Live' your product or service. On the other hand positioning is more to do with real-time, person-to-person communication. It helps in getting customers buy your product or service. There lies a slight difference in the dynamics of branding and positioning for consumer products vis-a-vis technology vendor. An effective branding can make all the difference in consumer product or retail since the market there is solely volume driven. However, the technology sales is driven principally by a select group of decision makers with high buying power. A right positioning in the minds of this select group can help in providing greater benefits in terms of measurability and ROIs.
For me brand is more of an idea to gather around for a purpose than an entity of substance. Thus to establish a Brand, the activities around it would be to get a deeper understanding of the purpose and ensure 'relevant' top recall for the brand. Building a brand is a relatively easier task than keeping a brand from getting eroded . In most of the cases ambiguous positioning proves to be the major reason for brand erosion. A classic example of brand failure due to unclear positioning was The Edsel car by Ford.
MD, Micromax Informatics Ltd.
A brand is the idea or image of a specific product or service that consumers connect with. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product, when there are many other companies offering the same service or product. Branding is an important part of Internet commerce, as branding allows companies to build their reputations as well as expand beyond the original product and service, and add to the revenue generated by the original brand. Branding is also a way to build an important company asset, which is 'a good reputation'.
Today, branding has moved from a commodity-driven model to a value-driven model. Branding is not about getting people to choose your offering over the competitions. It is the act of managing consumers' expectations so as to condition your target audience to see your offering as the only answer to a specific need. By defining a realistic and manageable promise of what the brand owner will deliver and what consumers can expect of the brand. Micromax understands the Indian consumers and thus involve in designing products to provide solutions depending on their demographical needs. We have positioned ourselves in such a way that today our customers trust us for our offerings.
Marketing Communication Executive, TVS-E
Branding is all about establishing an identity, and becoming recognized for it. Branding is a key concept in marketing circles, as it is the pivotal springboard that can thrust your business forward, and give you a competitive edge. A well-defined and strong brand will drive sales, build customer loyalty, create brand value, and most of all, it will be the catalyst for business growth, as consumers will be motivated to buy your product.
Enhancing a brand's equity directly through advertising campaigns and indirectly through promotions such as cause championing or event sponsorship is brand building.
The art and science of branding is much more difficult than it first appears to be. While many people are labeled brand managers, only a small fraction of them have what it takes to really build strong brands: the research tool set, the deep understanding of human motivation, the intuition, the analytical rigor and the driving passion and savvy to influence the entire organization. Organizations should be much more careful in selecting their brand managers.
Constant market pressures to increase revenues and profits cause a myriad of problems. One of the biggest problems is putting pressure on the brand to extend into more and more market segments to broaden its appeal and to provide for more revenue growth. This eventually comes at the expense of the meaning of the brand itself.
Chief Marketing Officer, Personal Systems Group, HP India
Branding is all about differentiation. In today's markets where technology parity and to a certain extent commoditization is happening faster, innovations not just in products and services but experiences and delivery are key elements of brand and branding. At HP, brand strategy is an integral part of driving business growth. The portfolio of products and services is driven with a perspective of delivering the brand promise. The communication strategy is also aimed at creating awareness and engagement for the Consumer to experience HP brand at every touch point.
A Brand is a significance of a product to the consumer. And this significance is linked to unfulfilled needs, desires and expressions. A brand is a promise and a branded product is the delivery of that promise to the consumer. Most often, it is an accumulation of tangible and intangible benefits that differentiates brands.
Brands are not just about resources and the quantum of investments. All successful brands produce star business results, giving incremental return on investments year-on-year. It is the consistency in delivering the brand promise, every time the consumer or the customer experiences and interacts with the brand that differentiates successful brands.
EVP - Marketing & CEO - HCL Security
Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives the company a major edge in an increasingly competitive market, where the brand is considered a company's promise to the customer. It helps in providing information about the company's products and services, and thus, differentiates one's offering from its competitors.
Branding adds value to a company's offering. Branding backed by robust products and services that deliver the brand promise projects an image of an established business that can meet customer expectations. When a company is in the process of creating a brand, it usually tries to establish consistent familiarity in terms of its offerings. Brand is the bridge that the company builds to communicate the nature of products and services that it can offer to its customers. And post that communication if the brand has been able to deliver on its promise time and again then it can create a successful brand.
A brand is a definition in the consumer's or a stakeholder's mind that has been developed with all his or her experience while interacting with the brand. It's not limited to one product or an instance of interaction for the customer. A Brand's perception is created from its entire lifecycle of engagement with customers and other stakeholders.
Director, Marketing, Lenovo India
Brands have become a means of defining what the consumer feels and how they want to be seen by others. This is not just limited to lifestyle brands but across categories. A person increasingly defines his/her own identity by the choices he/she makes on brands.
Branded product is just like a trademark which is an indicator of trust and quality of the product. Branding goes beyond a logo and is incorporated in all aspects of the product/organization from design to advertising to how the organization behaves in larger social sense. Great brands clearly define their philosophy and what they stand for and then make it consistent with their delivery across all engagement points with all stake-holders.
We at Lenovo are on a similar journey of creating an iconic brand which goes beyond the product and helps people identify with a certain philosophy and mind-set. We pitch ourselves as the Doers Behind The Doers and we are for people who use technology as tool and not as a badge.
Fundamentally, brands that get built around a deep, universal consumer insight and are consistent with their delivery across touch-points on that philosophy, stand a much better chance than inconsistent brands with deep pockets.
Marketing Manager, Kaspersky Lab
Branding is positioning a company's products or services, through a Name, Symbol, Advertisement, Jingle or combination of some or all of these, to imprint a perceived association about the brand in the consumer's mind.
Branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. In today's competitive world, branding plays a vital role in differentiating one company or its products over others. A brand is a promise of a perceived value associated with any product.
Two most essential ingredients to build strong brands are trust and credibility. To build a brand, the branding must deliver the message clearly, confirm the credibility, connect with target prospects emotionally, motivate the buyer, and cement user loyalty.
Plenty of things could determine why one brand is more loved by consumers over other brands. But as human beings are driven by emotions, a brand that is able to establish a strong emotional connect with consumers is likely to be more successful than the other.
The promise of the product, goods or services must live to the expectations of customer perceptions and beliefs -- if one can masters this correctly and truly, brand success is guaranteed. The choice of brand ambassador also plays a very important role.
Field Marketing Manager - Indian Subcontinent, Check Point Software Technologies
The accomplishment of Market leaders is that they create a unique place in their customer's mind. The success of a product, service, individual, business, organization is mostly based on how unique they are perceived by their audience.
Factors that affect a brand of an organisation can be both tangible and intangible. It is not about the logo it's what response your logo brings out in your target audience.
One should know their brand and what benefits it provide in order to consistently present that message to the marketplace. Consistency and focus are the keys to long-term success as brand building is not something which you can do in a day or week; it's a time intensive process by itself.
Innovation is the key to success of a brand but this need not limited to the functional benefits of the brand. A brand that sets the trends or is proactive to the customer needs rather than reacting to them is likely to be seen as different and more popular.
Brand if managed properly, creates value and influence. Today customers seek out brands that display their values by the actions they take. This can be clearly seen in industries which have a strong customer-service component.
Head - Marketing (India & SAARC), Trend Micro
Branding is the journey an organization has in the market place with its customers, it is timeless and gets built over the years. In a dynamic and ever-changing environment of today, it is much more than just positioning of "a product" or "a company" in the mind of its consumers. It is the value an organization creates and the connect it builds with its consumers. It is the brands and how they go to market that creates value for an organization. In today's scenario, marketers are not only custodians to build Brands but also to see how the brand equity gets converted to profitable growth.
A Branded product is a subset of a Brand, unless a Brand is established in the market place the products that it creates cannot qualify to be called as "branded products". Creating a Brand is the pivot of all marketing activities, it takes the centre stage of all objectives that we as marketers drive. Unless we build brands we cannot boost of branded products, its the customer who decides whether a product is a branded product or not. All marketers must thus aspire to build brands, that is what we are here to do and that is what will create the differentiation for us against our competition.
GM- Brand & Communication, Epson India.
The words "brand" and "branding" are often bandied around without a clear understanding of what they mean or entail. If you ask the common man what exactly a "brand" is, 9 out of 10 are unable to answer clearly or with any level of confidence. Simply put and to paraphrase the words of one of the marketing greats. A product is something that is made in a factory; a brand is something that is bought by a customer. While a product can be copied by a competitor; a brand is unique. And while a product can be quickly outdated; a successful brand is timeless.
A brand therefore, is not just a product on a supermarket shelf but anything which is distinguished positively from similar products or services.
The Brand = Product + Packaging + Added values
The Brand = Functional + Psychological+ Economic Benefits
The Brand = Quality + Image + Price
At Epson we believe in and pursue five fundamentals in an effort to be not just a good or successful brand , but a great one: Consistency in delivering on our promise, Superior products and processes, Distinctive positioning and customer experience, Alignment of internal and external commitment to the brand and An ability to stay relevant.
Marketing Manager- Brocade Communications (I) Pvt. Ltd.
Branding is all about building intangible, but very real company assets. It is a way to build a relationship with its most critical public - its consumer. Brand is much more than mere positioning of the product - it involves enhancing the customer experience - from pre to post sale and beyond. The brand (strictly) is not owned by anyone - it is represented by the company and experienced by the consumer - so it is beyond mere products.
A branded product is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company. Branded product is an image that is marketed so that it is recognizable by more and more people, and identified with a certain service etc.
A lot of thought - innovative programs that encompass the company personality, the product promise, that ultimate customer experience expectation is needed for brand building
Brand is less about investment and more about strategic connect with the target. It is the same difference that is there between visibility and credibility. The brand promise and experience has to be relevant and in tune with the psyche of the consumer - if that is off the mark, no amount of $ investment can help make the brand successful.
Managing Director , Asia - South, NVIDIA
A brand is the sum total of all the impressions about it that reside in the consumer's mind. One therefore needs to understand the significance of the impressions that the brand has in a consumer's mind. There are millions of products and services all over the world, each claiming to be the best product ever. Also, there is rarely a way to judge which one is actually the best. In such a scenario, the customer buying decision usually depends on brand awareness and recall.
'NVIDIA' is a combination of 'n' i.e. a mathematical variable meaning 'to the highest degree' and 'Vidia' which comes from a Latin word 'videre', meaning 'to see.' This inspired the "NVIDIA eye" as a logo to indicate "the best visual experience."
Even an individual is no one without their name; your own name becomes your identity. This is exactly one's brand, one's individuality. While someone's good writing skills or singing forte can be termed at their product branding. For a company, the brand value is determined basis its reputation and the uniqueness of its products.
To build a brand takes a deep understanding of consumer and customer needs, technological prowess to meet those needs in a superior and cost-effective manner, and consistency in communicating what the brand stands for in the market and in the consumer's mind.