Monday, March 24, 2008

Brand Image

Now this exercise is being promoted by none other than the Indian government, which is planning to unleash an Indian brand for spices and other products to market products of small producers in the global markets. For this, India’s Spices Board is planning to invest as much as Rs.10 crores. Political motives would have a role to play in this case, definitely. But from the point of view of a small company, diluting some of the brand image of the giants is one of the most apparent aims. After all, the customer should be aware that there are other fishes in the ocean. But there are other catalysts also. After all, brand building is the key pillar of product differentiation. But then, just like the saying goes – A clever foe is better than a foolish friend. Similarly, how a brand picks up can result in a meteoric rise to the top, or a cataclysmic fall to the bottom. Clearly, Flavourit is aimed at creating a base for home-based spice makers against conglomerates like ITC, Dabur, HLL and several of their ilk. On a general basis, if the Nemos want to jump into any corner of this ocean, there’s always the fear of being overshadowed by the sheen of biggies. “Hence it becomes very important for these small market players to create a brand. That’s why today you will see a branded tissue or mat,” explains Anmol Dar, MD, Superbrands.

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