Indraneel Ganguli
Sr. Vice President, Marketing & Communication
Mahindra Satyam
Most people think of a brand as a company’s reputation, mission statement or core competencies. The idea is very confined. Brand should be looked into as a personality, as a value proposition that is offered to the customers. A corporate brand personality is characterization of a brand defined in terms of traits of all the associates of the company as a whole. It is a reflection of the corporate values, mission, vision, codes, processes and actions all inclusive.
Any corporation in today’s competitive market place must toil to manage and maintain its corporate brand personality. This must come through all the three dimensions of a successful brand – Passion and compassion (heart), creativity and conduct (Mind) and Agile and synergetic (Body).
