(image source: http://garlicmediagroup.com/why-is-branding-important/)
Friends,
I like to start my article either with story or fact. And many times I said
where there is a truth there is a RAHUL. So, let’s start with one brutal fact
that many of us were not born with the golden spoon. And I was also one of
them. Once upon a time my father was a farmer and then gradually he turns into
banker. In my childhood, sometimes my mom told that how they spent their life
in their childhood as well as their beginning in SURAT city. My dad had seen different
shades of the life. Gradually my father became financially stronger. And he had
made up his mind that whatever he didn’t achieve in his life, he will provide
to his children.
We
all are very well aware that after 1990, many of us have seen the growth in
Indian Economy. During that time disposable income were increased. And we used
that income to buy some branded things. I know that I was using branded things
during education whether it was pencil or a pen. I am also confident that my
father had never used any branded things. But if we consider the current
scenario then in this modern era we want all branded things. If I start from
our morning routine activities then we want branded toothpaste, cloths, shoes,
we people always prefer branded restaurant, saloon for, beauty parlors. I am
always surprised that we want branded artificial nimbu pani whereas original
Nimbu pani we prefer to wash our hand instead of drinking. We can say that
anyone who was born after 2000, is called Brand Generation. Because I still
remembered that when I was kid, I used to go Bhagal (One area in Surat where
there are many retailers) to purchase my T-shirts. If I am talking about my
daughter then she will prefer mall more willingly than that types of area because
from her childhood she will see mall with branded stores. As she will grow, she
selects branded goods.
Many
of us are not aware that big branded stores like, Star Bazzar, Reliance, More
etc, are not for us. They are targeting the generation who born after 2000. I
still remembered that one of my client who was in Vegetable business. He was
supplying vegetables to these brands with 10Rs kg where they were sold at 8 Rs.
Kg. So when I researched why they were selling in loss. Then I came to know
that actually they are targeting kids (who were born after 2000) because from
their childhood they used to visit big malls and branded stores. Hence whosoever is not concentrating on
branding, they will not survive in near future. Sometimes I was surprised when
company is known by his/her entrepreneur instead of brand. We have to make sure
that brand image should be developed. If we are retailer then make a brand of
your store like “Mcdonalad”, “Maa & Baby”, If you are the manufacturer then
make a brand of your product like “APPLE”.
As
this generation will grow, they will prefer branded products. It means “sell of
branded product will increase” and “unbranded product will decrease”. Many of
entrepreneurs believed that if there business is not growing it which is called
as “recession”. Actually it is not recession because somebody is selling and
they are not. Customer is buying from others. Till yesterday they were gaining
good customer attention. As competition increased they felt difficult to
survive. If we want to check whether this is recession period then check your
monthly expenses which you will notice to be increasing. Now people do not
prefer traditional goods and traditional selling style. We have to change with
the time. We have to work on increasing customer base service and how to create
brand image. We have to work on it.
Remember
one thing doing a business without knowledge is a superseded idea. Each
Industry is getting organized. If you are not working on to build a brand, you
are already out dated.
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