Infusing Values into Brand
Infusing values into the
brand so that the consumers perceive them steadfastly in the brand as such
is a committed process which also requires that the values are perpetually
reinforced through befitting actions and behavior on the part of the
Contrary to popular belief
and rampant practice brands are not created just out of advertisements.
Infusing and sustaining brand values call for good understanding of all the
chosen brand values in the context of the competition and the impact every
action of the company can have on it. Brand value accrual happens
incrementally by the collective positive impact of the strategies,
operations, communications and the attitude with which the business is
Brand value can be caused
to surge with powerful programs; on launching new products, reinforcing
demand drives and on market expansions. Overwhelming value that can arise
out of vastly accepted strategic innovations can catapult a brand into
altogether higher level. Nonetheless, all efforts of value creation should
have their roots in the grasp, commitment and attitude of the top
management, staff and also the channel partners for the value to come about,
accrue and be sustained.
Convictions & Policies
A person is what his
traits are. A brand cannot be different than the person who owns it. The
fact is evident in brands belonging to proprietorships and also those of
companies managed as such. In a corporate set up many people work with the
brand's values in their effort to reinforce and or reset them which
necessitates a process to manage brands.
That consumer centric
branding is the ideal approach to be competitive is widely known. Yet
brands, most of them, in reality fail to win consumer trust. A brand becomes
also-ran owing to two broad reasons. One, ideal branding strategies are not
considered as good marketing strategies in the short term, more so by
companies which look to exploit flawed market conditions, owing to their
deficiencies or just greed. And, two, inept branding efforts owing to flawed
convictions, misreading of the market and bad understanding of the consumer
psyche can only put a brand out of active competition, in time.
Often revitalizing a brand
necessarily involves resetting brand's fundamentals by fixing flawed
convictions, policies and approach. Even in professionally managed companies
such fundamental flaws creep-in and remain elusive thereby hurting brand's
Like a person's character
a brand's personality should arise from within from each of the staff, quite
seamlessly and not just while in contact with consumers but should also
show; in their work, in the decisions and in their thoughts.
Inculcating chosen brand
traits into the thinking and work of the staff calls for more than just
orientation and training programs. It requires a professional and
participative brand management process in a way that suggestions flow from
bottom-up with a sense of enthusiasm.
Companies with brands that
suffer low reputation with the consumers also suffer as being a bad employer
with many de-motivated and dissatisfied staff. And, quite a few causes
happen to be common for low brand equity on both counts. Even in companies
with famous brands there can be hidden negatives in HR policies and the
approach that could be limiting brand equity in some way. In fact, a company
can establish its HR in a way that its staff can become a source of great
value for its brand.
Extent of retail space and
support in the market place is determined by the depth of reputation of the
brand with the consumers. New and weak brands wrongly seek retail support at
a cost and revenue disadvantage instead of making out a proposition with the
brand. Those with such disadvantages can't become competitive unless they
get even with competition. The task is one of rethinking about branding and
to make out the case with that.
Even other channels for
sales, including the emerging ones, which are also important, would need the
power of competitive branding to be able to make good. All sales channels
can bring about a positive charge on the brand equity if communications and
actions in dealing with the consumers, particularly at the point of sales,
can be effectively conditioned.
In an active competition
situation keeping the trade stay stuck with the brand calls for proactive
efforts. The task is about keeping up their spirits and morale pinned with
the spirit and future of the brand - competitively.