Skip to Navigation

Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


Companies should give ‘special attention to building brand image’

Financial Express Bangladesh

Coming back to the tools of branding, Dr. Chattopadhyay said, “Most people mistakenly think that advertising is branding; advertising needs a lot of money that small companies don’t have.”

According to him, advertising is a small part of branding. It simply tells the customers what the company promises to them and creates expectation in their minds. Thereafter, the organization needs to ensure the production, distribution, after-sales service, and so on, all work in an integrated way to live up to the promise made. When all of these aspects are orchestrated to go together in an integrated way, one is practicing branding, he said.

Branding, thus, does not mean spending hundreds of millions of dollars. Rather, it is about working consistently in a focused targeted way. If small organisations build a brand, they can become big in the end, he said.




Read On


  Jul 24, 2012 | In the Media





SHARE




PREV


NEXT


Thoughts?

 


Recent Tweets



Tue, 17 Mar @ 02:32 am

One more nail in the coffin of the justice system. Supreme Court justices shouldn't have political roles after reti… https://t.co/N68JpRy2Vj

via Twitter for Android
Wed, 11 Mar @ 07:12 am

I so hope the initiative succeeds! "Climate change: New rules could spell end of 'throwaway culture'"https://t.co/cSdHYmNQzS

via Twitter for Android
Tue, 10 Mar @ 07:45 am

How true! "Coronavirus: A problem unlike anything else Trump has faced"https://t.co/s0IOGObVhX

via Twitter for Android
Fri, 06 Mar @ 12:34 pm

Just when it seems that all the news is bleak, a story like this reminds us that most people are good and the riote… https://t.co/aJneEElrqA

via Twitter for Android
Fri, 06 Mar @ 12:17 am

It's entirely true. What is frightening is that a significant group of my #IIMA classmates worship the #BJP. Sad fo… https://t.co/0gpSSzSxtg

via Twitter for Android
Tue, 18 Feb @ 03:29 pm

And this backward fake godman will be reborn as? Choices are a) cockroach, b) slugs, c) dung beetle. "Menstruating… https://t.co/in5i2bu9N8

via Twitter for Android

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava