Brand & Branding

A couple of days back I read this article on The Hindu, that Tata Consultancy Services (TCS) will be spending USD 10 million on brand building. Backed by mother brand TATA, a household name in India from FMCG, automotive, energy, engineering, hospitality etc.

“It (brand building exercise) is a major step ahead for TCS for making its brand name visible across the world…” – Keith Sharp, TCS Director Marketing (UK)

And I don’t think people will need to search for news that Hutch is now Vodafone. And if news are to be believed, Vodafone is spending Rs 100 crores (approx $25 million) for the transition campaign. To avoid alienation for existing customers, the pug & the cartoon characters might be around for a while.

Beyond the color palettes that I use for each different clients. I believe branding is of giving that personality/image into the consciousness of the customer. The greater sense of purpose or emulating that attitude (as in Nike).

In the case of Apple, sometime in mid 90s, John Scully marketing executive from Pepsi marketed Apple, boosting its ad budget from $15 million to $100 million.

“Apple’s brand is the key to its survival. It’s got nothing to do with innovative products like the iMac or the iPod.” – Marc Gobe, author of Emotional Branding & Principal of d/g worldwide

So, on a closing note,

“You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.” – David Ogilvy

You can take a short Brand Assessment Questionnaire.

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