BRAND CONSCIOUS

The ultimate recognition when Bill Dedman said -Brand names are well known to business
school professors, but only one professor is a brand name herself. Call her Professor
Oprah.There can be no greater appreciation when ones own name becomes a brand in itself
and it is accepted globally. Even our fictitious Gabbar Singh is a brand representing a certain
quality of person, albeit stereotypical.
Some brands come out to be very powerful as Sara Blakely puts it, Its the power of the brand.
Weve never formally advertised. I dont know if you are familiar with this snippet, Half a circle,
full a circle, half a circle A. Half a circle, full a circle, right angle A. We, as kids in the late 60s
used this as a brainteaser to confuse our friends, the answer to which was COCA COLA. This is
the power of the brand when it becomes a part of everyday life.

Look at the truth behind the following:

*How many of us use the term photocopy? We mostly use Xerox.
*Do we say search the Net? No. we say Google it.
*Seldom do we say petroleum jelly. We always say Vaseline which is a trademark of
Unilever.
*Walkman is a Sony brand. The generic name is Personal stereo.
*We say Ziploc and not Zipper storage bag.
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There are numerous such examples, many of which would surprise you such as, Aspirin
(acetylsalicylic acid), Bikini (two-piece swimwear), Cellophane (transparent regenerated
cellulose sheets), Dry ice (solid form of carbon dioxide), Escalator (moving staircase), Kerosene
(combustible hydrocarbon liquid) and Thermos (vacuum flask).
What is a brand? As defined in BusinessDictionary.com Unique design, sign, symbol, words, or a
combination of these, employed in creating an image that identifies a product and
differentiates it from its competitors. Over time, this image becomes associated with a level of
credibility, quality, and satisfaction in the consumers mind. Thus brands help harried
consumers in crowded and complex marketplace, by standing for certain benefits and value.
Legal name for a brand is trademark and, when it identifies or represents a firm, it is called a
brand name.In other words, a brand goes beyond a mere name or a logo or icon. It is a promise
to your customers of a certain kind of product or service. A brand combines several elements
which include logo, words, type font, design, colors, personality, price, service, etc. You should
also look at the attributes of your product/service and incorporate them into your brand. When
you think of SONY you immediately get the picture of top quality consumer electronics and
BENZ reminds you of best in class German engineering in automobiles.
*Your brand is your public identity, what youre trusted for. And for your brand to endure, it
has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or
disappear. Lisa Gansky
Why do you need a brand? Every company needs a brand including startups. With the short
attention span of customers in todays environment, standard advertisements do not register.
When you watch TV how many commercials do you view or remember? Maybe, only the
radically unconventional ones or those related to well known brands and there too you may not
remember the actual advertisement.
What goes into the making of a brand? The creation of a brand is a complex and time
consuming but extremely crucial activity. Here, let me show you some of the elements and
their impact:
*Name: This is not just a word or a set of words. Apple or Idea is not just a word; they
provide a feeling, a promise. In the case of Apple the promise is of quality and exclusivity. In the
case of Idea it is technology reaching out to the common masses.
*Logo: This is the visual representation that identifies the brand. The LIC logo of a pair of hands
holding a lamp symbolizes to secure/protect the light of life.
*Signature phrase: A very important component for any brand. We all know The Taste of
India is associated with AMUL (Gujarat Co-operative Milk Marketing Federation Ltd).
*Graphics: The graphical design (shape, color, font, etc.) of the entire brand including the logo.
Air India has mascot in the Maharaja as well as a logo.The Centaur that has now been
replaced by a red colored flying swan with the Konark Chakra in orange, placed inside it. The
design and color combination on each aircraft also contribute to the brand.
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*Shapes: The distinctive radiator grill of the Rolls Royce automobile is never changed across its
numerous models.
*Sounds: Tunes and musical notes add to the experience. The chimes of Microsoft Windows,
Mozarts 25th Symphony used for Titan watches.
There are other elements such as scent and taste that can also go into making of your brand.
Companies have even used the services of linguists to help create their brands.
People need patience. It takes time to build a brand. Carmen Busquets
Achieving a level where your brand becomes a part of daily jargon can take years and may or
may not signify something good for you. For some of these brands the owner companies have
completely dominated the market and they continue to reap the benefits. For most, however,
the owner company has faded into oblivion while the brand lives on.
Read more https://www.wfnen.org/blogs/
Source - https://www.wfnen.org/
ABOUT THE AUTHOR

Chanchal Das Gupta

Educationist
Chanchal is an Educationist with rich experience in training and instructional design. He has also
spent time in software programming, customer support activities and quality process
development. Outside his working schedule, Chanchal enjoys reading and his love of nature
draws him into driving around whenever circumstances permit. He enjoys music, particularly
the instrumental kind, although the only instrument that he plays is the record player.