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Tiruchi , Aug. 17

A BRAND is not a chance occurrence, but has persistence. A strong brand has to be in a leadership position in market as well as in profit share, the CEO and Executive Director of CavinKare, Mr K.S. Ramesh, has said.

Delivering the academic year's first BL Club lecture at the Bharathidasan Institute of Management here, Mr. Ramesh said the strong brand enablers are concept, product, and value, which, he explained, delicately balance equity, in-store presence, and trial generation.

Focussing on `Winning strategies of strong brands' displaying a plethora of advertisements, he said the six generative strategies were `strong differentiated concept', `continuous product innovation' in accordance to changing consumer needs, `high value for money', `consistent brand equity' by contemporised advertisements, `penetrative trial generation', and `impactful in-store presence'.

The degenerative strategies were `pricing driven sales', and `non-strategic promotions'.

The BIM Director, Mr M. Sankaran, said experts would be invited under the aegis of the Club to provide insights into emerging areas of business and management.

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