It is important for brands to take an overall perspective and factor in functions like product development, portfolio management, CRM and HRD, says the CEO of Equitor Consulting
Ronita Chattopadhyay
In the late nineties, ICICI announced that it would securitise debt through brand value. The brand valuation was thus being treated as collateral. This, says Ramesh Jude Thomas, CEO, Equitor Consulting, a brand development consultancy firm, marked the beginning of a serious interest in brand building as the brand was now a valued asset.
Many companies are only concerned with the manifest symbols of a brand like the logo, advertising and so on. "That is the tip of the iceberg. Brand building is incomplete without a closer look at other functions like product development and customer relationship management (CRM)," he says.
In a closed environment where there aren
