According to a Nielson survey, 59% of consumers prefer to buy new products from brands that are familiar to them. A recognizable brand is a valuable asset owned by a company.
Building a brand that can stand tall in dynamic market conditions is a long-drawn process. It doesn’t happen overnight, and involves a lot of learning and unlearning. To build a strong brand, leaders also need to have a long-term vision and look beyond the immediate future.
While there can never be shortcuts to success, it’s interesting to understand how marketers constantly strive to create strong brands.
To know more, tune in to the fourth episode of HT Brand Studio Live, Season 2. The show will be webcast from the Mint Facebook page at 10 am on September 24.
Leaders such as Sanjiv Kapoor (Vistara), Juhie Gorwara (Philips India), Apurva Chamaria (RateGain), Konia Khanna (Swarovski India), Sudeep Narayan (Volvo Auto India), Smita Murarka (Amanté, MAS Brands) and Ali Rizvi (Garmin India) will talk about the process of building durable brands.
The themes will include growing experience brands through rough weather; building durable brands with purpose; and authenticity and consistency as pillars for building durable brands, among others.
HT Brand Studio Live is hosted jointly by HT Brand Studio and DMAasia, and is a part of the HT Brand Leadership Series, an annual property hosted under the domain of HT.com that has content around breakthroughs in marketing. It is anchored by Rameet Arora, COO, HT Digital Streams.
The previous episode saw top leaders from the travel industry, such as Piyush Tiwari (ITDC), Ashwani Lohani (Air India), Sharat Dhall (Yatra.com), Aditya Agarwal (Cleartrip) and Aashish Chopra (ixigo). The discussion revolved around how the travel and tourism sector is changing owing to millennials coming into the picture.
The theme of the second episode was ‘Building brands with purpose’. Seema Bansal (BCG), Vijay Sharma (GSK Consumer Healthcare), Priya Kapadia (Marico Innovation
Foundation), Debasis Ray (Tata Trusts), Sairee Chahal (SHEROES) and Atul Pokhriyal (XSEED Education) featured in the edition.