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Introducing the Samsika CRISP Branding ModuleTM

Samsika's prescription - CRISP branding for the new millennium

I have often been asked what constitutes brand equity in India. And what prescription would I draw up
for the new millennium.

After much research and careful thought, I have come up with the answer which I would like to share
with you. It is the Samsika CRISP Branding ModuleTM.

The Samsika CRISP Branding ModuleTM is the prescription for building winning brands in the next
millennium.

What is the Samsika CRISP Branding ModuleTM?

C = Consideration Set
R = Relationship
I = Identity
S = Search
P = Perceived Value

Allow me to elaborate.

Consideration Set: In order to be a winner, your brand must - first and foremost - be in the
consideration Set. It must be among those that a potential customer will consider buying. There are
three attributes which a brand must have in order to be in the Consideration Set. First there must be
relevant awareness. then there must be recognition. And lastly, there must be brand recall. The
Samsika Brand MantraTM to help you take your brand into the Consideration Set is 'Jo Dikhta Hai,
Woh Bikta Hai'.

Relationship: to thrive in the new millennium, it is essential for brands to build relationships with
customers. Privilege Cards and Frequent Buyer Programmes will help build brand loyalty. Database
marketing will be an invaluable tool here. It is important to retain the committed customers and serve
them well. The Samsika Brand MantraTM here is 'First Serve, Then Deserve'.

Identity: Brand identity will be viewed on several levels. At its best is the emotional benefit a brand
offers. Below that are the functional benefits, the brand personality and the symbols (logo). But don't
overspend. The Samsika Brand MantraTM is 'Like Salt, Use Advertising In The Right Proportion'.

Search: Brand managers will have to be constantly alert, reinventing the brand to fill in new need
gaps in the market. Externally, the search for these gaps in the market will be an ongoing process.
Internally too there is need for a search. Constant introspection to improve the product or service. The
Samsika Brand MantraTM is 'Don't Sell The Right Product To The Wrong Audience'.

Perceived Value: Value is a prerequisite for all brands. Actual value is not perceived value. It's not
just what the customer gets, but what he thinks and feels he gets. The intangibles are as important as
the tangibles. The Samsika Brand MantraTM is 'Perceived value in brands is what consumers want.'

To my mind, the task at hand is not just to build brands. Btu to go a step further so as to have
strategic branding as a sustainable competitive advantage. Because a brand needs to have more
than just an advantage. It needs to have a competitive advantage. And a competitive advantage that
can be sustained over a period of time.

This is the prescription for the next millennium which will make your brand a winner. Happy brand
building!

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