Vivek Chandel
Executive Director, Marketing
Xerox India.
Branding is about developing a promise, communicating that promise and then living up to deliver that promise. It could be about a product, a service, a company, a person, an event or just about anything. When you develop a strong brand, you are essentially developing a strong set of beliefs about the brand among its consumers or customers. When I say customers, I am saying so because the branding goes much more beyond the consumers today. It touches the employees, the investors, the channel partners, the regulatory bodies & government and the society at large – essentially the brand touches the complete eco-system in which it exists even though the relative importance may vary depending on the brand.
