tag:blogger.com,1999:blog-604722717169210145.post8595076685683565457..comments2022-12-02T16:41:53.762+05:30Comments on EQUiTORIAL: What would you rather lose?EQUiTORhttp://www.blogger.com/profile/06389176893782496493noreply@blogger.comBlogger7125tag:blogger.com,1999:blog-604722717169210145.post-49299903674806555452009-09-05T07:17:47.727+05:302009-09-05T07:17:47.727+05:30A Brand in my belief is a known value proposition-...A Brand in my belief is a known value proposition- in terms of the customer, a set of expectations which are satisfied to a <i>certain degree. </i> Since there are many brands of the same product category in this world, the differences lie only in these <i>degrees</i> of satisfaction. <b></b> Thus, in the case of JLO or Ronaldo, it is not a brand development as such as it focuses only on one aspect of the various components of a brand, that of their persistence in the viewer's mind. In the case of Kingfisher however, the investment by SBI is towards acquiring an asset portfolio. To understand this lets me just point out the few facts:- Carlsberg has entered India in a big way, so has Budweiser, or Tuborg, or Peroni. Sab Miller is already here, and pernod ricard has been trying for sometime to get a lion's share; add to this that diageo has already formed financial relations with Mr. Mallya and the entire picture is complete. Any of these companies might be willing to buy out both products and brands under kingfisher's umbrella to gain a solid foothold in the Indian market. However, Mr Mallya intelligently has never chosen to part with his brands for extra cash, its always been ownership that he has parted with. But how far is it when he would hold so little that any incremental sale of ownership would put his ownership itself in danger? And what would be of value most then? SBI has known the answer of this question, and it knows that the Pernod Ricards are watching.DJhttps://www.blogger.com/profile/01623190473905783359noreply@blogger.comtag:blogger.com,1999:blog-604722717169210145.post-39310240406949367252009-09-03T21:06:57.825+05:302009-09-03T21:06:57.825+05:30If big companies are spending so much moolah to su...If big companies are spending so much moolah to sustain and consolidate their brand name then insuring your brand (or your most valuable asset!) sounds just like a next logical extension. <br /><br />However, I feel, companies shouldn't rush to use this option as it may snowball into a big corporate faux pas in turbulent times.Sankalp Rohatgihttps://www.blogger.com/profile/01215320030601762940noreply@blogger.comtag:blogger.com,1999:blog-604722717169210145.post-28371173900741807972009-09-03T18:30:28.736+05:302009-09-03T18:30:28.736+05:30The most important aspect for an organisation in t...The most important aspect for an organisation in today’s competitive environment is the way it is perceived from the outside. The most relevant aspect of being recognised is its BRAND.<br />Companies associate Prestige, Pride and Ownership in terms of how their brands are positioned. <br />It comes as no surprise that SBI and The insurance firm went ahead with non common sense decisions to dole out an airline which came into existence to create nuisance value for another airline and succeeded in doing so while shooting itself in the foot and a footballer and a Latino who have nothing better to offer other than a leg and a hip respectively.<br />The very reason we are here talking about these items of news is due to the buzz they have created and it should come as no surprise that buzz generated is an important quotient of Branding as it creates a temporary space in the minds of the consumer.<br />Temporary is a very important word utilised here. Even diamonds are not forever as De beers discovered with the opening up of its industry. But companies are ready to pay a premium for the sake of being associated with other brands. A new culture of MULTI BRAND ASSOCIATIONS is rapidly evolving and leaving by the way side all conventional wisdom. <br />In the golden days business decisions such as the ones above would be laughed at and shoved aside; not any more. With business dynamics changing by the minute companies have become more adept at stealing the limelight at every given opportunity and will continue doing so in the future as well.<br />It has become important for companies to leverage BRAND equity of all associations it can make and it makes good business sense in the long run.<br />Conventionalists would disagree as they still believe business decisions were better left to the informed and orthodox, but the trend sure seems to have changed. <br />BRAND awareness quotient seems to have tilted the balance in favour of the unorthodox. Nothing in the future from businesses should surprise an investor/a consumer it seems; or can things get weirder??We will just have to wait and watch and I for one don’t have my fingers crossed about the outcome.Sunil-IIFT 09-11https://www.blogger.com/profile/12610496953229233612noreply@blogger.comtag:blogger.com,1999:blog-604722717169210145.post-68244673668978988642009-08-12T19:16:39.680+05:302009-08-12T19:16:39.680+05:30This is a very interesting observation.. And knowi...This is a very interesting observation.. And knowing you i'm not surprised ;) I confess the article has caught me thinking what i'm afraid to lose.. Well good one RJT.. waiting for more..<br /><br />AnulaAnonymousnoreply@blogger.comtag:blogger.com,1999:blog-604722717169210145.post-46826567910824599662009-08-11T18:43:19.317+05:302009-08-11T18:43:19.317+05:30Ramesh, you sold this to me some years ago and I&#...Ramesh, you sold this to me some years ago and I'm still very much bought out on it.Anonymoushttps://www.blogger.com/profile/15471466515459100597noreply@blogger.comtag:blogger.com,1999:blog-604722717169210145.post-83287805656048002682009-08-11T10:20:17.406+05:302009-08-11T10:20:17.406+05:30As a researcher who is formulating a new stream of...As a researcher who is formulating a new stream of leadership theory - that's highly relevant in the Indian vis-a-vis Global context today. I would like to throw some light on the huge impediment that's prevalent across most Indian entrepreneur's mindset , and the resultant constraining forces that restrict how much value they can objectively create and capture. <br /><br />When it comes to most of them understanding anything to do with the potential of a world-class brand; they categorically miss the point about how much value can be created and captured by this concept - of a brand. The impediment arises from an inherent "Jameendhara Attitude" prevalent in most Indian leaderships which restricts their comprehension of the scale of value earning that's possible and skill acquisition that's necessary to steward a brand. It is this very attitude and lack of humility to seek the professional counsel of a strategic brand consultant that keeps them in the narrow confines of a "Desi Company"; negating their chances ever evolving into a "World-Class Brand" . A brand with a capacity to generate the phenomenal value that only a professionally stewarded brand can generate. Value that's way, way beyond what the "Jameendhara Attitude" can scrape up - which is invariably only on a mediocre value scale.<br /><br /> I end on this note ,I am actively working towards India producing great brands and consequently great products, and therefore suggest that we need to lose this "impediment" and drop it like a hot brick in order to funnel in the scale of value that India strategically needs to earn from global markets - out there in the FLATWORLD. <br /><br />John D Lazaro<br />email : john@lazaro.inJohn david Lazarohttps://www.blogger.com/profile/16943565069645376269noreply@blogger.comtag:blogger.com,1999:blog-604722717169210145.post-45656820505239051932009-08-10T21:31:07.624+05:302009-08-10T21:31:07.624+05:30Well Kingfisher example I do believe is a very inn...Well Kingfisher example I do believe is a very innovative thought of SBI...however, the JLO's insecurity is more a publicity stunt, well which has definitely drawn the desired attention to her though as an icon and not as a singer. Well that's what a recall value is all about...Anyhow, This has already set my mind thinking and i know what we need to invest in, knowing what we are most afraid to lose.MandeepKhttps://www.blogger.com/profile/14423500962982209219noreply@blogger.com