Traditional vs Digital? Marketing vs Sales? Amongst these age-old debates, one thing which remains constant is the need to build a brand.
Branding has always been a vital part of business, but it may be more important now than ever before. Modern consumers are smart and more informed than ever. They know what they are seeking and where they can find it. Thus, with hundreds of brands at their disposal, capturing the attention of these consumers is by no means an easy feat for brands and marketers. Gone are the days when a logo, communication, and a few hundred Impressions would help a brand stand out from the clutter.
Marketers need to build a brand that can stand the test of time and evolve as consumers, markets, and businesses are constantly changing. Some of them have been successful in building brands that have distinguished themselves from their competitors and connected the dots between their positioning, products and consumers.
In 2022, for the first time ever, the advertising spend in India is going to surpass the one lakh crore mark. After the pandemic-induced economic downturn, brands are piggybacking on the enormous potential in India and investing in ensuring their strengths are communicated to the masses and their product is weaved into the consumer’s lifestyle.
ETBrandEquity is keen to aid brands and marketers in analysing and strategizing their way forward in the new world order. In order to delve deeper into the subject, ETBrandEquity is organising the fourth edition of the Brand World Summit on June 30, at Sahara Star in Mumbai, which will be the biggest congregation of the biggest brands and marketing leaders discussing the ongoing trends, challenges, and future opportunities for the industry. The summit will be followed by Shark Awards 2022 which will felicitate and reward excellence in the marketing industry.
D2C Customer Retention: How much is too much?
Being a part of the Boathead community or the Bewakoof TriBe, like most others, gives every consumer a feeling of attachment with the brand. Customer loyalty points, cashbacks, priority deliveries and premium member benefits are some of the many strategies to make the consumer click the ‘Order Now’ button again and again.
According to a KPMG report, there are more than 800 D2C brands operating in India as of today which also creates tough competition in the market. Read more.
Sugar’s cakewalk in the cosmetics industry
In an era where Loreal, Lakme, Revlon dominated the premium cosmetics market, Sugar entered the dressing table in 2015. With a path breaking pricing strategy, this brand made its fortune.
But was this sweet success a piece of cake? Of course not. In this industry, and most other businesses, managing the credit cycle is a challenge. It is also the key to keeping the working capital cycle to a bare minimum which in turn ensures efficient capital use and rotation. Read more.
LIC before you leap
Brand World Summit: A Sneak peek into the biggest symposium of Brands
Brand World Summit 2022: The future of brand building
Ability to go D2C with digital brought diversity in startup ecosystem: Meta’s Sandeep Bhushan
When FMCG adds QR to its vocabulary