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Topic : How to build a brand
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successful brands are directly proportional to the size of the organization...??????

Created by : gaurav , Consultant, MEDISHA  | 05 12 2010 07:01:14 +0000
Industry : PharmaceuticalsFunctional Area : Branding(Sales & Marketing)
Keywords : brand management
Activity:  353 views;  last activity : 07 06 2010 20:18:09 +0000
 
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Obviously!  Why? Because they have the money power to hire the best talents for Market strategy, Advertising strategy, Lobbying with the proper authorities, carry out promotional activities where required, create a halo of being responsible and a myriad of other things which go towards translating a PRODUCT INTO A HOUSEHOLD NAME. This would not be possible for smaller companies. They can garner niche markets but can they be trans national successes?

And do not forget that these large organisations know how to adapt to local cultures, for which they spend millions.

 
By Ramesh Babu, Head/VP/GM- Purchase/Material Mgmt Retired  05 14 2010 04:57:11 +0000
 
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Today it is meaningless to talk about the size of an organization. Most successful brands have either outsourced lots of functions or is part of a bigger portfolio of brands.

Goretex is a very successful brand for the companies who apply it to their clothes, shoes and so on. They are the customers of Gore, so how big is Gore?

Coca-Cola is a very big brand, but Coca-Cola Company owns many other brands. How big is Coca-Cola?

The idea of organizational size make sense in a one-company-does-everything-themselves-and-nothing-else world. I am not sure it exists anymore 
By Kaj Voetmann, Senior Consultant, Beren  05 13 2010 11:23:26 +0000
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Yes Its Directly proportional as most of the successful brands belongs to Big company OR any successful brand makes the company of big size... its Directly proportional.
By Rajesh Jain, Pharmaceuticals Mfg.  | 05 26 2010 20:07:48 +0000
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Sujatha your point is valid but also u add one point i.e. Principle. If strategy based on good principle brand definately be successful.
By Diwakar Tiwari, Sr. Manager, THE Arvind LTD  | 05 13 2010 10:08:13 +0000
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right sujatha
By puneet , Manager Admin  | 05 17 2010 17:40:35 +0000
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THANK YOU SUJATA.NO BRAND IS BORN BIG OR ACCEPTED OVERNIGHT.IT IS A LONG TERM PROCESS. AND DURING THIS PHASE THE MANUFACTURER AND ALL THOSE ASSOCIATED WITH THE BRAND,TASTING SUCCESS OF THE BRAND ENJOY THE BENEFITS AND GET PROPORTIONATE RETURNS.THE MOMENT THE MANUFACTURER FINDS IT DIFFICULT TO MANAGE THE BRAND THE OPTION AVAILABLE IS TO CONFINE OR POSTPONE THEIR EXPANSION PLANS.
By s.baalu , Consultant, XYZ LTD  | 05 15 2010 14:11:34 +0000
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Agree Voetmann, 

There are many cases where a single company is involved in manufacturing for several brands. While the brands may be better known to consumers the not so well known manufacturer is hugely larger. And this surely is not any recent phenomena. 
By Ravindra Sharma, Managing Consultant, CHEF-India  | 05 14 2010 11:48:14 +0000
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Not always. Brand success if not a commercial success will not help in value addition to the organisation.
By Sukhdev Kumar, Deputy General Manager Marketing, Ashima Limited  | 05 14 2010 05:51:38 +0000
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Have you ever heard about "Bhavnagar wale seth brothers ka KayamChurn", almost available at every medical store and a household name, even witout much publicity. I have seen their "Corporate Office", just a 4x4' space thats it.

The brand is a hit irrespective of size of the organization based on good marketing, distribution and also on quality of product. On the other hand brands like COCA COLA, COLGATE have to occupy almost 3rd slot of advtg on every channel to sell their product!
By zohaib salam, Manager - Sales and Marketing, Antony Motors Pvt. Ltd.  | 05 14 2010 04:46:14 +0000
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It is the intent that the business should reflect. and the statement is very true if reframed just the opposite. "Size of organization are directly proportional to the Success of Organisation's brands.
By Sujeet Vishwakarma, Managing Director, RCA Group  | 05 14 2010 04:35:33 +0000
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I agree with Kaj Voetman. Size is not dictating the Brands.
By KALIYAMOORTHY , Oil & Gas Area Coordinator, Undisclosed  | 05 13 2010 15:58:07 +0000
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'Thumbs-up' for your debate,,,,is the right example to be at the negative side....here the brand is successful whatever may be the organization size,,,

Thanks for your referral Sujatha.

 
By ujjval jain, Retail, Retail  | 05 13 2010 12:01:53 +0000
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behind any succesful brands there r many factor that responsible 4 it;s success..these r gud mkt'ng strategy..well planning,etcwithout this a firm occured a huge loss...
By ARUN SAUDA, B.A(marketing with retail business), college of vocational studies,du  | 05 13 2010 09:59:47 +0000
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I agree with you Gaurav, to be a successful brand budget does not matter. You can have lot of money but if your strategy is wrong your are bound to fail. So to be a successful brand, strategy and creative thinking is very important.

You should know the needs of your consumer and give them the best to become a big brand....... :) 
By Sujatha srivastava, Associate/Senior Associate, AT Kearney  | 05 13 2010 09:02:24 +0000
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in my view branding is like a conversation. when you say, brand listens and when brand says you listens  , but if you allow to do so. To make big brands you should know the essence of your product . its not necessary that big budget can make a big brands


By gaurav , Consultant, MEDISHA  | 05 12 2010 07:01:14 +0000
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