Harsh Pamnani is a marketer and author.
He obtained his B.E. (Computer Engineering) from IET-DAVV, Indore and MBA from XLRI, Jamshedpur.
As a company extends its vision and diversify into new businesses or launch new products, it has to focus on creating a brand architecture
Brand extension helps a company enhance its relevance and life span, but comes with some risks
Building brands is not just the responsibility of marketing departments or advertising agencies. Brands are built by everything a company does
Each brand must be targeted to a specific segment and must provide unique propositions to customers
Legacy brands can no longer depend on past laurels and old customers to keep their brand afloat
When businesses are new and customers have not tried its products, discounts can help in building the critical mass
Customers have certain expectations from a business and the way a business meets those expectations, defines its brands
Businesses have realised that a great brand name creates trust in the market and attracts customers
In today’s era of social media, negative news about a brand could go viral and send it into a downward spiral quickly
A start-up can focus on a niche and give its best in it whereas, giants have to focus on multiple areas such as its established businesses and new niches getting captured by many new start-ups