Let us take a fictional country named Demo which is democratic and another country called Com which practices communism. Now, Demo is highly populated with highly over utilized infrastructure. Natives of the country cry over the bad infrastructure and the government is tired of convincing people for relocation. Demo does not put brakes on the population and just prays that some miracles change the mindset of the people. What happens then? Population increases year on year, Transport sector continues to run at the old inefficient way (Under designed roads and bridges), Industries move out to agricultural lands and the government changes more often than before! Why? This is because if the government wants to expand the city outside the city, it cannot convince the villagers, if the government wants to build super flyovers to remove the constrains, local established houses and shops wont allow, and if some miracle allows the government to start building, the politics and other factors ensure enough delay in commissioning that the population growth overtakes the capacity enhancement.

Com on the other hand is also facing population problems. The government here identifies that a centrally located bridge is under capacity and it has to be rebuilt for future population. It informs the people to be affected to move to an allocated land and builds the bridge for future well before future. This will in the long term save tons of fuel and energy. The people might have found it difficult for some time but, rest of the life they might not cry over pollution and congestion. However, Com earns a bad name for forcefully implementing the projects, whereas Demo lives with the people friendly image.

Demo or Com, where would you like to live in?

Rogues

Let us conceptualize it:
1.      Make your product identifiable if you believe in your product
2.      Promote the identification mark to inform your customers
3.      Reap the benefits of increasing revenues!

The evolution of traditional branding:
Branding evolved steadily along with the evolution of industries. Tobacco manufacturers used different bags in 1800s with differentiable labels. This was because the flavor of tobacco varied significantly with the change of climate in which it is cultivated. To ensure that the customers got their favorite flavor, the companies branded the products based on the country produced in. Branding got a boost when countries initiated changes in trademark laws in favor of manufacturers. The modern branding started with the introduction of a star on candles produced by Procter & Gamble. Customers almost always asked for this star mark before buying candles. This forced the company to put this mark consistently on all their candles produced. Thus, a brand was born. Further, National biscuits, Heinz and Coca-Cola lead the branding game to astronomical levels. Today Coca-Cola’s brand value is more than $64 billion!

Which products can be branded?
The answer lies in the fact that any thing can be branded and is being branded and will be branded. Chinese silk, Indian Spices, German technology, Arabian horses and other regional products are associated with the country of origin. The bottled water industry is a classical example of branding. Bottles are branded based on the source of water like spring water, mountain water, glacier water, with each relating to different level of perceived purity of water. The air you breathe can also be differentiated like air of Beijing and air of Amazon. By the name people can evaluate the quality of air. Even the services provided by companies like Infosys, Taj Hotels and HSBC bank are used to distinguish certain products. Guess why do companies use brand ambassadors for branding?

Rogues