Vinny Sharma, Marketing Manager- Brocade Communications (I) Pvt. Ltd.

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. Brand is much more than mere positioning of the product - it involves enhancing the customer experience - from pre to post sale and beyond. The brand (strictly) is not owned by anyone - it is represented by the company and experienced by the consumer - so it is beyond mere products. A branded product is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company. Branded product is an image that is marketed so that it is recognizable by more and more people, and identified with a certain service etc. A lot of thought - innovative programs that encompass the company personality, the product promise, that ultimate customer experience expectation is needed for brand building Brand is less about investment and more about strategic connect with the target. It is the same difference that is there between visibility and credibility. The brand promise and experience has to be relevant and in tune with the psyche of the consumer - if that is off the mark, no amount of $ investment can help make the brand successful.