“Branding” is it new terminology for Indian companies or we know it from Vedic period???

Today people are more concerned about the Brand and have become choosier in selecting the branded product when compared to other product which gives them equal satisfaction. Why do you think the other product which gave similar sense of satisfaction but failed to make its imprint in its consumer’s mind? Well it’s a game of psychology which the company plays in our mind by promoting their products associated with music, smell, touch and experience. For instance A.R. Rahman performing magic on the key board becomes the “Brand Music” for Airtel, Zoozoo’s advertisement in IPL became the brand ambassadors for Vodafone, Red for Coco Cola, bitten apple is for Apple, check mark for Nike, Golden M for Mc Donald……wait a sec how many of these are Indian companies…???

At the count of 10 seconds we hardly remember less than six desi product name (if not mistaken in those six name you would have taken three names which are from service-oriented industry but not product-oriented).

Let me tell you “Did you know facts about Branding”, the oldest brand which is in use today is an Indian product “Chyawanprash” which dates back to 1100 B.C to 500 B.C i.e. Vedic period. Chyawanprash is herbal paste used for health benefits and Chyawanprash was named after Rishi Chyavana as he was the first person prepared this paste. And today Dabur Company uses this paste with the name “Dabur Chyawanprash”.

In the list of Interbrand Best Indian Brands 2014, most of the companies got listed in it is financial services companies like SBI, LIC, HDFC, ONGC, Axix Bank, Punjab National Bank, Yes Bank, Induslnd Bank etc.. Here the point which I am going to put forward is that services of all these financial companies’ sales are comparatively very less when we consider Britannia products sales or with the products of AMUL which it delivers its product to the households of India.

If we carry out a survey in the households of India we may not find life insurance policy made or any SB account opened in the nationalized bank but at least we would get to have biscuits and tea. In India its common routine in rural sector to offer tea and biscuits to the guest, I wonder these products which are basic needs in Indian mass has its brand positioned at 40 or sometimes no name in the list.

These FMCG companies should try to build up the brand value so that they can face tough competition from global brands in home soil, consumers still believe in Indian product quality, trust, consistency of performance, relevance and emotional connect. The desi brand has to improve upon on building brand value and work to embrace the brand in home soil and then look for building up the brand in global.