Super Brands

15 Pages Posted: 15 Sep 2013

Date Written: June 15, 2013

Abstract

Branding are very much part of our lives. It is a convenient way to classify things, friends, places, events etc. We brand them to help us to recall them and to distinguish them.

A product name denotes. A brand name denotes and connotes. In the immortal words of JWT’S Stephen King “a product is what the factory makes, a brand is what the consumer buys”.

The brand can be thus viewed as a product, a personality, a set of values, and a position it occupies in people's minds. They are among the most fundamental and enduring assets of a firm. The essential role of brands is to differentiate a product or service from others in satisfying a given customer need. Brands communicate the values of an organisation to customers to create a distinct and favourable image.

The strength of a brand is linked to the trust it can inspire among customers. The brand contains and expresses values which add value when customers use “the solutions to real life problems at home”.

Brands must be viewed as strategic assets and brand management must be integrated into corporate strategy. Sustaining strong brands calls for the active involvement of the top managers. A strategic approach to brand management, among other things, calls for top management involvement, cross-functional approach, building trust and discharging social responsibility.

Management of the brand is far more encompassing, extending to customer service, packaging and quality and other areas that go well beyond the purview of advertising.

This paper would look into the different forms of branding and how it would help the Corporates in the current scenario.

Keywords: brand, strategy, value, assets, Super Brand

Suggested Citation

Ramachandran, Ramakrishnan, Super Brands (June 15, 2013). Available at SSRN: https://ssrn.com/abstract=2324883 or http://dx.doi.org/10.2139/ssrn.2324883

Ramakrishnan Ramachandran (Contact Author)

Vivin Consultants Chennai ( email )

J108 S&P Living Spaces, Kamarajar Street
Vanagaram-Ambattur Road, Aynambakam
Chennai, Tamilnadu 600095
India
+919952669656 (Phone)

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