Thursday, May 22, 2008

An epidemic called branding

Marketer Santosh Desai on what makes Laloo Prasad Yadav a valuable brand...
Right now there is a whole epidemic of what I would call pseudo brands, where everything suddenly becomes a brand. This has happened to an extent that it has even become fashionable to talk about every human being as a brand, every event as a brand, every television programme as a brand, every film as a brand. So there is in fact an epidemic of branding that is finally taking place. And while a lot of these things can be categorised as brands, what is important is to distinguish and understand what makes a brand. Something that is being advertised or being popularised or which is becoming a commercial product that was hitherto not seen as a commercial product, does not make it a brand. A celebrity does not become a brand simply because he or she gets some brand endorsements. Even though brands are commercially used, the notion of a brand has nothing to do with it. The idea of a brand is actually more about its core values.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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