Page 53 - IMDR - Journal of Management Development and Research - March2019-20

target customers. The Insurance products i.e., LIC, any Private Player’s brand often

take the route of emotional & threatening ads to boost their sales. The FMCG sector
employs more of emotional connect to establish their brand. Bournvita featuring

Mother – daughter relationship, sounds emotional but has a strong commercial
advantage. VIVO & OPPO today are the classic examples of branding, they have

changed the dimensions of the outdoor marketing i.e., from hoardings to buildings.
No longer it’s just wall painting on building instead it’s the building itself. In almost

every sector right from Power to Technology, Consumers goods to Industrial

products, Branding is playing a leading role.

BRANDING: Challenges &

Opportunities
The Branding exercise encapsulates

both the opportunities and
challenges for the Organisations.

The Marketers face a huge
challenge in the form of literate

customers, increased competitions

in the form of private players, brand
expansion & respective demand,

enhanced trade, Media scope,
Increased Cost of Production, etc.

These challenges keep the Organizations

on track & vigilant. These challenges
also have the potential to support the

momentum of businesses, enhance the

business prospects and add to the
prosperity of the business. Amidst all

the challenges the Branding exercise has
Opportunities as well towards ensuring a

defined approach. The Opportunities
include defining the Brand

appropriately to seek better results,

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