SuperBrands

If anyone is a marketer & who is reading this for sure knows that a brand can get listed in SUPERBRANDS by a meagre 40,000 INR

So what makes a brand a brand!!

Brands built on values!! Values which evolve with time and evolve only to grow fundamentally stronger!! Values which keep the interest of the end consumer, employees, cultures, diversity, environment, human interest, sociology, culture signs, human history , evolution and the basic elements of life which further provides oxygen to the brand just to ensure it's not just another brand but it is a BRAND!!!!!

Values address future sustainability.

No amount of bucks pumped into marketing can last a brand as a SUPERBRAND (eg. DNA --Superbrand because it's SEEN) more than a decade if companies do not adopt such measures!! DNA as a product with the backing of Zee has managed last 5 years!! But I don't yet understand DNA's positioning as they themselves have changed their positioning statement 5 times in last 5 years and have heavily advertised it. Problem is consumer cant register DNA with one strong proposition inspite of the product not being that bad.

Biggest brand stories have been based on strong value propositions. Even if a brand positions itself on a price proposition you still become a superbrand when you have a story to tell!! IKEA is price positioned but at the same time we do not want to buy IKEA because it is cheap. We would buy an IKEA for what it is. A brand which is affordable but more importantly durability,trust in the brand, it's ease of mechanism, and most importantly the very whole IKEA story tempt us further to buy that product of IKEA

Let's just say lot of brand which look like SUPERBRANDS are really not!!!!