Real branding is more about creating a reputation and dependency on a product rather than just an exaggerated publicity or developing a temporary infatuation among its buyers.

In India, many product names have ingrained themselves so strongly in the minds of their users that they have started identifying similar items with these names. Like for example, consumers call vegetable ghee as Dalda, a commonly used Vanaspati. Colgate too has developed such a strong branding that toothpastes, in general, are often referred to as Colgate.

Similarly, Coca Cola  tried duplicating this brand building with a tag line “Thanda Matlab Coca Cola” where they tried to position all “thanda“  (chilled drinks as Coca Cola but they were not so very successful in doing so. The reason being that , in order to create such lasting branding  there has to be a monopoly of the product in the market. Dalda and Colgate were launched when there was very little competition. Another reason was that the quality they offered was more superior to or as good as anything else that was in the market at the time. This gave them enough time to establish themselves as a brand that the consumers could trust. When Coca Cola arrived in Indian market there were many sift drink companies that had already set up shop. Also soft drink companies had similar ad campaigns that made it difficult for the consumers to identify one from the other.

Today, advertising agencies and industry experts try to recreate the magic by launching elaborate ad campaigns with celebrities from movie and sports industries to draw consumers but this is just another short-term attraction and not exactly brand building.

So what is real Brand Building?

Primarily Brand Building is about providing  a dependable and quality product to the user, so that over a period of time the user subconsciously starts identifying the product with the company. Xerox  (a manufacturer of photo-copying machines) products have become such a common sight in offices and photocopy booths that the company name is commonly used nowadays instead of the correct word ‘Photocopy’.

Providing impeccable service is an important factor in brand building. Google  is one great example where the search engine has grown into becoming such an integral part of all internet users that the word “search” has more or less been replaced by the word “Google”.

Another factor that helps in leaving a lasting impression is how the name of the company is projected. Which I believe is like getting dressed for the occasion. Great service provider and shabbily designed logo would in my opinion be like a loving husband dressed in shorts and some fancy shirt for his wedding anniversary party.  In contrast to that a simplistic yet meaningful logo/brand identity would leave a lasting impression even to those consumers who haven’t tried the product or service.

Photo: By Paulo Brandão