Myths and

Realities

about Brand Building

 Myth No 1

Brand building is the job of

the marketing department!

5 of Top 10 brands worldwide are corporate brands!

 Myth No. 2

Advertising builds brands

78% customer retention happens by product
experience
 Myth No. 3

Spend = Brand Reputation

Within same industry and comparable
brand strengths, advertisement spends
differ by factors
 Myth No. 4

Online brand building does

not work
 Myth No. 5

Promotions are good brand

builders
Promotions sucked up 18% of the
margin on products in 2006
 Myth No. 6

Sales is science,
Brand is art
Both are science and art
 Myth No.7

Having a general positioning

platform is always good!
 Myth No.8

Brands are dying!

Brands are moving two
opposite ends of the value
equation
 Myth No.9

Brands should always change!

 Reality No. 1

Brand Building is tough!

Really Tough
 Reality No. 2

360deg brand builders

work best
 Reality No. 3

Number crunching is very

crucial

Plan to the last tee!

 Reality No. 4

Jo Dikhta Woh Bikta Hai

 Reality No. 5

Cross Industry Learning is

crucial to Brand Building
 Reality No. 6

Benchmarking =
Undifferentiated products
Thank You