The Hindu Business Line : `Strategic consistency vital for building strong brands'

Over 95 per cent of the brands available in the markets are relevant for the product space that they occupy. But only five per cent of them are able to differentiate their brands from the rest, and are thus able to build a strong and sustained brand image, said Mr K.S. Ramesh, former Executive Director and CEO of CavinKare Pvt Ltd.

Addressing a seminar on `Winning strategies of strong brands,' organised by the Business Line Club at the School of Communications and Management Studies, Kochi, he cited the instances of several brands, which have grown from strength to strength over several decades.

Leadership in the market place alone would not be able to sustain the brand image, but of equal importance and relevance is profit share. Large profit share is often required to sustain and build further on the brand.

Highlighting the points for building strong brands, Mr Ramesh emphasised the need to perfect the brand concept, much before the brand building exercise is initiated. It is product innovations that would enable brand recall over long periods of time.

Sustained market research at the macro-level is equally important to ascertain how the market is reacting to the brand. All strong brands need constant interaction with the consumer.

Strong R&D is equally important in launching the brand as well as in sustaining it in the market. The company will have to be proactive as far as product upgrades are concerned. They should be able to conceptualise how the competitors would behave in the market and should be ready with upgrades for the coming three years.

Mr Ramesh cited the case of 70 upgrades that detergent brand Tide had in the market during 41 years, translating to one product upgrade for every seven months. Such moves will enable the brand to sustain its value for the money spent.

Strategic consistency in the brand concept, its target audience and advertising campaigns are essential to build strong brands. To the discerning consumer, sampling the product is becoming increasingly important. He cited the growing instances of makers of new generation cars insisting that a potential customer test-drive the product. In the Indian context with its vast agricultural hinterland, Mr Ramesh highlighted the importance of branding down to the last retail outlet. "Moment of truth for the consumer is when he buys the brand and when he consumes the brand," Mr Ramesh said.

Mr P. Narayanan, Regional General Manager of The Hindu, Kochi, made a brief presentation on the relevance of Business Line clubs for academic institutions and how it would help in fostering a new and bright generation of managers and academicians of tomorrow.

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