The

Thin

Line

Between&PROTECTION

PROMOTIONbrand

Some of the world’s most valuable companies (Market Cap.)…

469

409256

318

Source: PWC global top 100. All figures in $bn

... Also own the most valued brands

98.3

93.3

79.2

59.5

46.9

Source : Interbrand All figures in $bn

Closer home, India’s most valued brands ...

2576

10907

32273797

383862206247

2571

Source : Interbrand All figures in $mn

... Are also creating disproportionate wealth for share-holders

All figures in Rs.Cr

478448

200527237084

315883351117 273952

191230 186810

If Businesses Build Brands... ...Brands Can Bill Balance Sheets!

Because...

Brand is a monetizable asset...

An Asset... …which you cannot touch, but can definitely feel !…that – over time - becomes a valuation multiplier

What does this mean?...

Brand is not just the Face of the business……It is the backbone

Promoting Protecting & brands

is crucial for making the entire business more valuable.

How do you Walk on this thin line?...

Let’s Face the truth…

Brand Building is an investment not an Expenditure

TRUTH 1

Philosophically, brand- building helps in asset creation for the business, hence is a balance-sheet item, not an expense item in your P & L statement!

Brand-building is a strategic process, not a tactical activity.

TRUTH 2

Brand Building needs to be continuously worked upon, to help shape the course of your business; it should not be viewed as a series of smart tactics to merely meet sales numbers!

Urge to protect and build brands must be a fundamental mind-set, not an administrative imperative !

TRUTH 3

If brands were truly considered as assets ( like your home, car or valuables) , then you would automatically obsess about protecting them, maintaining them and upgrading them ‘holistically’ on a continuous basis, instead of just trade-marking the name/logo etc.

Brand-building is a rigorous science, not just an art.

TRUTH 4

If we really want to build brands scientifically , then we need to carefully engineer the process, by design. The process involves significant perspiration, not just moments of creative inspiration!

Branding is not about a unique name or symbol…it is a unique way of connecting to your customer.

TRUTH 5

This unique connect can be engineered by following a scientific process that is• Logical• Measurable• Has a 360o perspective

Brand Protection is not just about the protection of the visible and sensorial elements of your brand

TRUTH 6

NameLogo Identity

Colours

But about protecting that sacred relationship between your brand and your customers Forever…

To sum it up…

Develop a comprehensive process that forces brand owners to continuously update theirknowledge about . . .

Realistic Market Potential Changing Customer Expectations

The Dynamic Environment The Business’ Internal Strengths

Resulting in A Unique Brand IPThat is…

Vivid

Long Lasting

Flexible

Different Forever

Hence…

Only a differentiated value proposition will truly make a different brand

A different brand will necessarily create a differentiated customer experience

A differentiated brand experience will mean that the consumer will be given a genuinely different choice

And the right choice by design, means that the consumer is likely to stay married to her choice

The best form of Brand promotion and protection is therefore…

Somehow entering and occupying the most fortified and valuable real-estate in the world

A corner of the consumer's mind !