Brand

Brand is a promise to the customer on it's value proposition as perceived by the customer and success of a brand lies in creating that awareness and delivering on the promise forever.

For a new brand, value proposition is communicated by the company and as the brand gets established, it's important to keep checking the value proposition expectation from it's major customers.

For example, if a customer is using Dove soap because it prevents all skin problems, then it's the value proposition as perceived by the customer. It could be an exception but if majority of the customers perceive the same, then the company should know about it and ensure the value proposition is taken care in the product both in terms of chemical composition and brand communication. If the perceived value proposition is it's premium outlook, then we need to ensure it's there in composition, communication, pricing and the distribution.

The most difficult thing in a brand is creating it, the awareness part of it, how do we make this so simple!!