Category Archives: Branding

Aping Other Brands? Think Again! We always puzzle me. Let me elaborate how. Each one of us is unique, possessing distinct qualities, abilities and even quirks. Yet, throughout our lives we try to fit into the world’s definition of “normal,” … Continue reading →

Brand Image in the New Age (Taken from an interview with marketing guru, Ajeet Khurana as he demystifies marketing) The term brand image refers to the feeling that one gets when one comes across a particular brand reference or a … Continue reading →

Brand Equity (Taken from an interview with marketing guru, Ajeet Khurana as he demystifies marketing) Style or substance? Each one of us has made a choice between the two at some time in our life. In fact every time you … Continue reading →

What Is Brand Equity? Brand equity is a lot like love. Everyone admits that love is wonderful and necessary, yet no one agrees on just what it is. Similarly, every marketer worth his salt understands the importance of brand equity. … Continue reading →

Brand Logo- Its All in the Symbol As toddlers who couldn’t read, we all did a very good job of recognizing our favorite brand of chocolate or cereal-thanks to the brand logo. Right from the day we are born, we … Continue reading →

There Is More to Brand Identity Than Meets the Eye The structural theory of the legendary psychoanalyst, Sigmund Freud, establishes that the human identity is not a single, unified self. To be more specific Freud said that there are three … Continue reading →

Co-Branding- A Marriage of Equals Co-branding like all other marketing phenomena has scores of definitions. However, the most basic definition states that co-branding is the coming together of two brands so as to capitalize on the strength and neutralize the … Continue reading →

Building Strong Brands-Because Might Is Not Always Right Do brands really need to be strong? The answer to this question is yes and is obvious to most of us. The reason though quite apparent often goes unnoticed. We see it … Continue reading →

Can a Branding Agency Give You a Bigger Bang for Your Buck? As today’s consumer becomes more informed yet more spoilt for choice, more responsive yet less loyal and more clued-in yet more clued out; the advertising agency is rapidly … Continue reading →

The Final Word on Branding and Marketing (Taken from an interview with the marketing guru, Ajeet Khurana as he demystifies marketing) One of the most debated topics of the business world has been determining whether the terms branding and marketing … Continue reading →