CH-1: INTRODUCTION TO BRAND MANAGEMENT

Did you ever wonder what has made the world what it is today? Isn’t it true that the Nature has remained the same throughout the history, yet the world has changed in astronomical proportion? Indeed, the human beings have brought the change… but what is special in the humans that they could “CHANGE” the world?

The answer may sound bizarre, but it’s the raw truth: the unending quest of the humans to conquer the world…

Hard to believe? Let’s look at the history: First it was Napoleon who conquered the world and then came the British who dominated the whole world for more than 2 centuries, before the counter came in the form of ‘War for Independence.’ In fact, most of the technological products were introduced during those times to ‘equip’ themselves either for offence or for that matter defences.

The world has indeed made a transition form the quest to capture the world ‘physically’ to dominate through ‘Technology.’ In fact that had exactly catapulted the USA as the World’s Super Power.

Now we are living in an era of “World in the Hand.”

It’s amazing to know that the world has also changed in the way the products are bought or sold – no, this does not refer to bartending to monetary exchange of goods, but more intricate than that.

Earlier, products were bought or sold for the physical needs, primarily. But today, the products are bought and sold more for the psychological needs. Thus a mere telephone has become a mobile to a Smart Phone to a Tablet to a Phablet and on and on.

Earlier a cart would do but the came the car to hatchback to sedan to luxury to SUV to Limousine, etc.

Earlier, any food would do that could serve the appetite/satiety. But now you have the Burgers to Pizzas to Multicuisines, etc.

What has made the world change so rapidly?

The Human Mind!

So, if you are selling a product, is it enough if you address only the physical need or need to do something more?

Obviously one has to address the need(s) of the ‘Human Mind.’

There you are!

What makes the product a brand? Simple: The ‘Human Mind.’

But the question is that “Is the ‘Human Mind’ that simple to understand and address?”

Indeed, the “ART” and the “SCIENCE” of dealing with the ‘Human Mind’ to sell a product has been termed as the “Brand Management.”

So the “Brand Management” preponderantly dwells in dealing with the ‘Human Mind.’

Now you know why it’s not Product Management and the “Brand Management.”

Ok, some action – Assignment No.1:

Give the process of transition from the Product to Brand and give example from various industries with specific focus on the ‘Human Mind.’ ©J. Srinivas