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Kolkata, July 19 Indian companies need to be proactive if they wish to position their brands on a global scale, according to Dr Erich Joachimsthaler, Chief Executive Officer of Vivaldi Partners and an international expert on brand management. Dr Joachimsthaler, who is here to address ‘Brand Conclave 2007’, an event organised by the Confederation of Indian Industry (CII), told newspersons that Indian companies “don’t do enough” on the branding front. “India is right now at the pivotal stage. A co-ordinated effort is required to ensure that India and its industry are well positioned in the western world,” he said, and added that “India is not positioned as yet; it is a country which is being positioned”.

According to him, India is known in the western world for being part of the BRIC (Brazil, Russia, India & China) group and also for its business process outsourcing units and technology companies. “India needs to identify its core strengths and position itself before the western world.” The services sector, hotels and even airlines could be positioned as areas of core competency, and brands build around them, he said.

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