Narayana Menon
Director - Marketing, APAC & Middle East
Sanovi Technologies Pvt Ltd
I believe that branding is a necessary exercise intended to communicate clearly as to the vision, mission, positioning and aspirations/roadmap of the brand so that the projected ethos of the brand matches/aligns perfectly with the perception of the brand within the various stakeholders, both internal (board, shareholders, entire employee community etc) as well as external (partners, customers, media etc.) I also strongly feel that any brand is constantly evolving and hence branding is a sustained process providing clarity around this phenomenon to the ecosystem at large. Do note that the product is often treated as a means to an end within the larger scheme of things, particularly in the IT industry realms, in the overall branding crusade.
