Showing posts from February, 2018

Brands are Concepts which cannot be defined by the limited parameters of Markets

If you ask an ordinary person ‘what a brand is?’ he or she would perhaps recall a few product names that are stuck in his or her mind. What makes me wonder is what makes a brand get on top of his or her mind! Is it the usage, functionality or simply the look of it? Experts talk about brands getting into ‘the consideration set’ must be the key determinant factor towards brand preference. However in today’s context how many brands are there in a consumer’s mind and of course how many of their benefits are understood is the moot question.
Brands as I understand are relationships which you enjoy over time. Remember your first Titan. Recall the fun with your Cadbury’s Dairy Milk. How enjoyable has Amul Butter been, making your toasts that much better tasting with the masala omelettes during breakfasts every morning of your life. One can keep citing examples of many such brands with which your relationship has got cemented over time.The point is what makes these relationships work? Are they: