Only name does not make a brand

Kutch Mandvi Dabeliwala.
New Mewad Icecream.
Shankar Vilas Hindu Hotel.
Kanifnath Rasvanti Gruh.
Udupi Hotel.
All these are popular brands in Mumbai. Each one of them has multiple outlets, across the city.
But, you can’t be sure about what will be the product range, quality, price, taste or service at different outlets of the same name.

In fact, other than the name, there is nothing common among them.

That is because these brands are not owned by any one person or company. There is no thought behind these brands. There is no soul. No cosistent brand proposition or personality.

These names are a classic example of brands which have no identity of their own. Because of the absence of the self-concept.these brands don’t have any definite image. Nobody knows what these brands stand for.

It is like naming a girl Aishwarya does not make a girl as beautiful as the Miss World or similarly, a boy named Sachin does not become a Cricket legend.

Names fail to create an image if they are not supported by an appropriate identity.

With the right combination of talent and identity, a Priyanka can come and eclipse any existing beauty queens, by creating her own image.

Or. a Sachin can do a better job at batting without calling himself Sunil.

Rather than copying names, the brand should focus on creating and nurturing a unique identity.

Author: Sanjay Shah

Sanjay is the author of "Business Management Simplified" which provides Practical, Actionable Solutions for Entrepreneurs. It is an all-in-one guidebook to start, run and grow a small and mid-size business to the next level. He is also an SME Business Coach, Seminar Leader and Motivational/Keynote speaker, Sanjay is based in Mumbai (India). He advises many businesses on Strategy, Leadership, Marketing, Branding, Customer Experience Management and Organization Development. He conducts various self-help seminars and workshops for companies and groups in English, Hindi and Gujarati. For more info, visit : www.SanjayShahSeminar.com

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