K P Unnikrishnan
APAC Marketing Director
Brocade Communications
Branding is all about building intangible, but very real company assets. It is a way to build a relationship with its most critical public – its consumer. Branding is much more than mere positioning of the product – it involves enhancing the customer experience – from pre sale to post sale and even beyond. A well-defined and strong brand will drive sales, build customer loyalty, create brand value, and most of all, it will be the catalyst for business growth, as consumers will be motivated to buy the product.
The brand (strictly) is not owned by anyone – it is represented by the company, its employees and partners and experienced by the consumer – so it is beyond mere products.
