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Branding of a product or a
service requires a lot more
than just investing time and creativity in finalizing the
name, symbol and design for the product or service. It is an identity
that differentiates an idea in a category from similar ideas in the
same category. In other words, branding delivers the message that
is associated with a product/service and helps a consumer
distinguish between the offerings made by a company and that made by
other competitors in the market. It has been rightly said that branding is
a sum total of all the experiences and perceptions at the consumer's
end that can influence a company in a positive as well as in a
negative manner.
Nowadays, branding has become a hot topic for
discussion. Whether it is about a tangible product like `Xylo', a car that
just got launched in the market, or about a refreshing shake
being publicized by KFC, or about a brand like `Raymonds' that has
been operating in clothing industry since long, whether it is about
an organization like `IBM' that flaunts its work environment, or about
an event like `I am she' and `Pantaloons Miss India', that
tried promoting a beauty pageant or about a star like `Bipasha Basu'
who recently launched her fitness training CD, or a tele soap
like Balika Vadhu or about the "Incredible India"
campaign, branding has become a way of making a promise of
quality, experience, credibility and reliability to one's
customers.
Here, the point in question is that when every company
is assigning a major weightage to branding in its marketing
strategy; then why not apply the same principles to the
various departments of a company too. And to be more specific, why
not focus on the concept of HR branding. |
