Branding Iceberg:

Branding iceberg is classic model which clearly illustrates the myopia of most marketers. We generally are of the opinion that marketers spend huge amount of money to create brands. The answer is 'Yes' for the leading corporates who budget substantial funds for branding but what about medium or small players. They too have products & with 'NAME' but not established brands.

How do they create brands for their products?

Marketers have to focus on branding ice-berg irrespective of size of company or capacity to spend.

What you can see above the water line of the iceberg are price, advertising, presentation, brand name and symbol. This is important for customers for making buying decisions & evolution of brands.

What's below are key assets and competencies such as high quality, efficient production, strong R&D, low cost operations, high service levels, string supply chain and effective selling.

What you can't see below the water line are key to companies success & survival. The key assets & competencies will help a company to innovate products, cut cost & offer satisfactory service levels to customers. These values would transpire & reflect in products transforming into brands. Also enabling Companies to foster growth & sustainability.

This also means establishing a central strategic unit which oversees brand strategy globally while leaving tactical activities to the local markets.

Even though the CEO is the guardian of brand strategy, it is the collective power of individuals in an organisation that provides and sustains competitive advantage. When all employees - and not just senior managers - are engaged with the organisation's purpose, it enables the organisation to adapt to changing circumstances, develop plans that are founded in organisational reality and deliver bottom line value.

Brand strategy development must involve all levels of marketing management and stands a better chance of success when all other relevant internal departments and external agencies are actively involved.