Srinivas Sadasivan
Marketing Manager, Indian Subcontinent
Fortinet
The core objective of branding is to create differentiation. It represents a combination of attributes that influence the thought process of the target audience. Brand building is more of a strategic initiative that requires time, effort, money and consistency to achieve the desired objective. In today’s competitive world, a brand that can propose an effective value proposition and present evidence of how it can be delivered will succeed. A value proposition is the result of a cost benefit analysis and is based on the benefits, costs and value that an organization can deliver to its existing and prospective customers. It is this value proposition that will, convince the customer to buy your brand, partners to align with you and the organisation to recruit new employees, and retain and motivate existing employees.
