Arati Bam
Marketing Head
The Attachmate Group, India
As per the books a brand is defined as the “name, term, design, symbol, or any other feature that identifies a product. Brands define who you are and what is your essence as an organization. Today with the proliferation of Digital and social media it is critical that you have consistent and repeatable brand values as your entire community needs to have consistent tangible and intangible association and that is your Brand value. Today the industry is working in building strong communities using all available platforms. Customers today are looking at Best of breed solutions and this can be achieved only if you have the right ecosystem. I would summarize by saying that a good product is the default but building strong communities will give your brand the competitive advantage.
