‘Brand emotionally connects company with customers’

Source: The Hitavada      Date: 24 Jun 2018 10:33:07


Business Bureau,

Speaking at the workshop dedicated to brand value here on Saturday, experts said that brand is business identity that has an emotional connect with customers. Avik Chattopadhyay, Aniruddha Banerjee and Nirmal Dayani, all co-founders of Expereal were the speakers at the workshop organised at Persistent Systems Limited in the city by the Nagpur Chapter of TiE.

Banerjee said that by way of creating sustainable brand, one could stand out or differentiate him self in the business world. “Brand is a bond of relationship between customer and company. The company promises quality, delivery and credibility to give strength to the brand,” he said.

He also said that with the consistent promise behind the brand, customer ability to take decision becomes smooth.
“Brand has to be consistent, honest and faithful. It has to live up the promise every day, at every customer touch point where companies connect with the customers,” he observed.

Apart from this, Banerjee also said that if the promises are not fulfilled from the company’s end, customer loses faith in the brand.
Avik Chattopadhyay stressed on understanding customers’ behavior, their taste, preferences, likes and dislikes to create brand value.

“Best brands figure out what is that “one thing” customer loves them and deliver that promise consistently day in and day out.. Customer may ignore the costs if brands are established in their minds, which drives customer retention,” he added.
Chattopadhyay gave expmaple of the well-known brand ‘Coca Cola’ and explained why people all over the world trust it.

He further spoke on the importance of communication with the customers to streghten brand value.
He also discussed the “Honne” tradition of Japan where in group of industrialists come together and discuss the sustainable future of the industry.

Expressing his views, Nirmal Dayani said entrepreneurs should understand the customer before targeting them and also advised to collect enough data of customers from different sources. Brand building is intuitive rather than data driven but still data collection is essential, he said. The experts also discussed about the strategies of Coca Cola, Apple, Cadbury, Eureka Forbes, Fevicol, Intel, Qualcomm, Maruti, Apollo Tyres and Tesla.

The works also saw discussion on six levers of disruption for brand creation - Product, Services, Design, Communication, Process and Experience with comments on how Amazon and Uber converged all the six levers to come up with brand experience. Earlier, Milind Chittawar, President, TiE, Nagpur, introduced the speaker and highlighted the importance of branding in today’s business world. He also proposed the vote of thanks. Large number of TiE members, entrepreneurs and others attended the workshop.