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A MIT RA NJA N RA I

SU BH RA NG SH U N EOG I

From'search it' to 'Google it', from just a car toowning a BMW, from a time piece to Omega,from just a cricket tournament to 1PL, f romjust buying sports shoes to purchasing Reebok,

from a processor to Intel. .. the power of brands hasovertaken the basic functionality. The modem worldis ajazzy and glitzy playground ofbrands. From peo-ple to nations, everyone aspires to be a BRAND.

Abrand is a strategic amalgamation ofconsumermindset, perception, expectations, relationships,values and attributes. Taken together, brand is aconcept that drives consumers to purchase, cus-tomers to feel associated, and users to take pridein ownership. Brand development is about creat-ing differentiations, establishing a position, defin-ing business values and attitudes, and communi-cating the same to stakeholders. It is about trust,satisfaction and association with the consumer. Moreimportantly, it is centred on creating and meetingexpectations and taking it to a higher level everytime. Today, for example, we look forward to Applefor new products, innovations and better consumerexperience. This brand has mastered the art of sur-passing customer expectations with every newlaunch. Other globally admired brands like GE,IBM, Toyota, Mc Donald's, and Mercedes Benz aretestimony to this fact.Brand development involves creating an iden-tity - an identity in the minds of the consumer,an identity in the minds of the employees andstakeholders and finally, an identity in the ecosys-tem of competition, growth and leadership. Today,it is important for the business to meet the promiseit makes. This is what defines a brand in the mindof the customers.

Managing a brand is pivotal in creating an in-tangible cover around the organisation and busi-ness, which creates an aura of trust and hope fromthe products and services offered. Modem brandmanagement is much more than the traditional waysof creating an image, perception and identity. It isabout delivering value to stakeholders through allthe channels and touch points possible. Customerspay for a brand for the value that they derive fromit. This value is the major motivator for consumersto be associated with the brand. Brand value createsloyalty, belonging and association. To give a betterinsight, let us take a lookat the grand success ofHarleyDavidson. Harley Davidson transformed its fortunes

Brand developmentinvolves creating anidentity not only inthe minds of theconsumer but inthe ecosystem ofcompetition,growth andleadership too

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through various customer-orientedinitiatives and established a positionof 'Cult Brand' and not just a suc-cessful brand. TheHOG(HarleyOwn-ers Group)was an idea that acquiredstrategic importance to drive thebusiness and create value for theowners. HOG is a sponsored com-munity marketing club, operated byHarley Davidson for enthusiasts ofthe brand's motorcycles. Formed in1983,ithas over lQ,OO,OOOmembersworldwide. It has been noted thatHOG members typically spend 30per cent more than other Harley owners, on such itemsas clothing, general merchandise and Harley David-son-sponsored events. Much of the intent of thisbrand focus is to present Harley Davidson as anAmerican icon, with a focus on authenticity andpride in being American-made. There are HOGmer-chandise, events, biking expeditions, and variousother campaigns to create the exclusive HOG expe-rience. HOG has marked its popularity not onlyamong the passionate group ofmen but has also cre-ated a community for women riders and owners.Brand valu es, attributes & characteristics

Harley Davidsontransformedits fortunesthrough variouscustomer-orientedinitiatives andestablished aposition of'Cul t Brand'

Abrand is defined by its values, at-tributes and distinctiveness. Brandvalues form the foundation of theentire brand management processand more importantly serve as abase for the business to drive itsfocus and business practices. Thevalues that define an organisationmust come across to the consumerthrough brand implementation. Thestrength of the brand is in its en-gagement with the customer andcreating a common value set thatwill define a long-term relation-

ship. According to the Global Reputation survey byForbes, Google and Sony are the top two compa-nies for their customer orientation, innovation andvalues. Another important factor in building globalreputation isTransparency, a category led by Googlefor its practices.

The attributes and characteristics of the brandare functional and emotional associations that thecustomers and prospects assign to the brand. Theyare the intangible linkages that develop the rela-tionship between the brand and consumer's mind.They form the core of the communication strategyand more importantly the brand management process.

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