Companies should give ‘special attention to building brand image’
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.