Branding is the journey an organization has in the market place with its customers, it is timeless and gets built over the years. In a dynamic and ever-changing environment of today, it is much more than just positioning of "a product" or "a company" in the mind of its consumers. It is the value an organization creates and the connect it builds with its consumers. It is the brands and how they go to market that creates value for an organization. In today's scenario, marketers are not only custodians to build Brands but also to see how the brand equity gets converted to profitable growth.
A Branded product is a subset of a Brand, unless a Brand is established in the market place the products that it creates cannot qualify to be called as "branded products". Creating a Brand is the pivot of all marketing activities, it takes the centre stage of all objectives that we as marketers drive. Unless we build brands we cannot boost of branded products, its the customer who decides whether a product is a branded product or not. All marketers must thus aspire to build brands, that is what we are here to do and that is what will create the differentiation for us against our competition.
