Sunil Kripalani
Senior Vice President - Global Sales & Marketing
eScan
Branding is more than just positioning of a product or a company in consumer’s mind. It’s a blend of the promise by the brand and expectation of its customers towards an experience using the product. A brand is expressed as a promise which turns as an expectation by its customer that later contributes in the creation of true brand value. Al Ries and Jack Trout, who introduced the concept of Positioning has rightly said that positioning is not what you do to a product, rather it is all about what you do to the minds of your prospects. The main aim is to identify the right target market and create the right perception in their minds.
