Branding includes brand architecture,brand salience,brand audit,brand personality,brand re-engineering,brand promise,brand premise,brand identity,brand personification,brand perception and brand reposition.
I have been deeply involved with all of these in various capacities,working with such iconic organisations as the Tata group(Tata Sons & Taj Hotels),Shaw Wallace & Co Ltd,the Times of India group,launching of CTC tea brands for JV Gokal,the shoe company emanating from the East of India,Sreeleather and for rehashing and bringing in focus,the major realty group in Mumbai,RNA-Corp.
Branding is not just spending money on advertisements,whether below the line(BTL)or above the line(ATL)or for that matter in events.It involves most importantly,among other things, 'internal marketing' where each member of the company is familiarised with its culture ethos,working style,infectious cohesiveness and of course its range of products and training its employees to deliver beyond competitive benchmarks.The branding experience begins with a simple experience that a non-descript courier boy has with the front desk receptionist when he or she visits any of your offices just as when a walk-in hotel guest enjoys a pleasurable experience with the bell boy who walks him to his 'ready' room!
The brand stands to benefit when an executive comes across in a particular manner in a seminar or even a cocktail party for simple networking or for that matter in the way he dresses and churns himself or herself out!
CEO & Founder
Turnaround Specialist-Enthuse Incorporated
From April 2013
The Times of India | World
The Tata Group
Country Manager Marketing-Sri Lanka
The Indian Hotels Company Limited(Taj group of hotels)