By Jagdeep Kapoor
1. Service: Brands may be good products. However, good products may not be good brands. This is because, without the element of ‘Service’ a brand is incomplete.
2. Relationship: My Brand mantra is ‘Sambandh Nahi Toh Sab Bandh’. Relationship with your customer and consumer is essential for a brand to grow and develop. Transaction might get sales, but it is relationships that build brands and businesses.
3. Brand Experience: The brand experience in terms of quality of the product or the pleasant interaction with the brand will be remembered. A consumer always remembers a pleasant brand experience leading to repeats.
4. Visibility: Invisible brands die. Many years ago in my book 24 Brand Mantras, I had written “Joh Dikhta Hai, Woh Bikhta Hai”. Visibility whether in the media or at the trade level is important for the growth of brands.
5. Distribution: My brand mantra is “Distribute or Perish”. Without availability and distribution, whether online or offline, brands cannot survive. With distribution, brands will thrive.
Jagdeep Kapoor is Chairman & Managing Director at Samsika Marketing Consultants