question hour. Give India time, and it will build global commercial brands

Why has India not been able to create truly global brands that are resilient?

Bangalore

Naomi, India is relatively new to the branding game. We are laggards in terms of commercial brands as we have largely remained in the commodity mindset for centuries. Brands are a relatively new phenomenon and are just about 60 years old in the country. The brand movement is also yet to gain credence and mass acceptance, particularly at the premium end. Most global brands are first built at the premium end of pricing and value, and then are cascaded down across the mid-segment and finally the bottom of the pyramid segment.

Most of the time when I speak overseas to foreign audiences, I keep getting asked the same question. My answer is a simple one. We are new to branding. Also, we are a country that has always believed in bottom-up branding and not top-down branding. Our economic situation has forced us to be just that, and do just that.

Some of our people brands, for instance, are built bottom-up. Like Mahatma Gandhi. Gandhiji did not issue full-page ads saying “Gandhi-Shining”. That would have been “top-down” brand building. Brand Gandhi was built through sustained hard work, which was “bottom-up”. It was all about the genuine work he put in.

Brands built bottom up hold onto people’s minds for a longer time than brands built top down. Give India time, and India will build global commercial brands “bottom up”.

How can India create a global brand of merit?

Kolkata

Radha, by offering high-quality products with consistent quality that appeals to a universal audience. For India to build a global brand, it is important for the product or service to be reasonably unique, and quality-of-life-enhancing as well.

Take yoga, for instance. Or TM. Or Ayurveda. Soft brands such as Yoga, TM and Ayurveda, for sure, as well as commercial brands such as the Tata Nano, for instance, from the house of Tatas, help create differentiation and build image. The Nano, for instance, caters to a universal need for a small car that does not cost the earth. It has the ability to set a trend for brands of this kind and unique offering.

While communicating a new logo or brand name change, what do I need to keep in mind?

Udaipur

Rohit, two very important things, for sure:

Follow the scientific route of doing it gradually. Use the tool of JnD. Just-noticeable difference, where you undertake changes slowly over a period of time rather than spring it all anew. At times this helps keep customers knitted to the brand as it changes.

Communicate simultaneously and all across. Do not take the approach of doing it slowly as the budget falls into place. It is important for change to be noticed all across the country on a specific date.

Harish Bijoor is a business strategy expert and CEO, Harish Bijoor Consults Inc. Send your questions to cat.a.lyst@thehindu.co.in

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