Page 55 - IMDR - Journal of Management Development and Research - March2019-20

differentiation and play a role in the buying process. The extent to which brand

associations create positive attitude/ feelings and the number of brand extensions in
the market (the greater this number, the greater the opportunity to add brand

associations). Other proprietary assets include Patents, Trademarks & Channel
Relationships. The major change in Branding thoughts is today driven by the concept

of the Customer Based Brand Equity (CBBE). Brand equity is potentially of two
types: Financial and Customer-based. As Marketing is the customer driven approach,

the CBBE also focuses on the customer domain while planning the product’s

development & promotion. CBBE also communicates largely that the mistake of
considering the Product & Brand similar is not a good business prepositioning.

Product & Brand are distinct. Also, the branding of the Organisations and Branding of

the products at Organisations may have different approaches. Both stands a separate
exercise. The IT companies may look forward to build companies’ brand like Infosys

while a FMCG manufacturer like HUL may look forward to both aspects of building
HUL’s brand & separately for its product.

CONCLUSION:

Branding certainly has a promising result for the Organizations and it has become a
nomenclature that defines success. Marketers have been actively involved into the
branding exercise. This is no longer a prerogative of the Organisations that produces a

product. Every unit that has transactional approach shall certainly look forward to the
branding aspects. Readers & learners shall always have questions surrounding the
branding exercise. Why essentially the Product requires the Branding Exercise? Does

Branding have impact on the product life cycle (PLC)? Can branding standalone help
the product to excel in Market? These and many more could be the determining

questions for the strategic decision towards Branding. Brand Management is an
inevitable exercise in today’s business environment and it’s like wave that carries the
positivity in it. However, there is potentially a section of business society that

questions the notion of branding essentialities. There are exceptions to the notion that
Branding is primary objective for the Organisations. The opponents to the thought
say that the product quality potentially is the most important aspect for the business.

The proponents to the thought share that quality of product is a given fact however in
the competitive era one must go beyond the obvious and reach to the minds of the

people which potentially can happen only through a positioning exercise termed
Branding.

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