BRAND EQUITY
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BRAND EQUITY

Normally Brands are established by Fast Moving Consumer Goods Companies who cater to a mass market . Hindustan Lever, Brittania, Bombay Dyeing, Vimal, VIP, are some of the leading brands that come to my memory which were built through assiduous campagins and large spends on various modes of advertisement in visual and print media. Still we have Lifebuoy the largest selling bathing soap in India. Marketing whizz kids coined such words as Brand Extension ( Life buoy plus an example) , brand recall, brand identity and well Brand Equity. The last mentioned one measures the value of a brand. not until ICICI found a novel method of lending working capital finance when they lend against the brand value of Wills Cigaratte of ITC which was repaid through escrow accounts, people understood Brand equity. 

In India business Icons are measured through their success in their entreprenurial ventures. Initially there were Tatas, Walchand Hirachands, Birlas, Bajajs who formed family enterprises and created social wealth. Later on people like late Dhirubhai Ambani caught up the imagination of the public for their rags to riches story. In the new age economy people like Narayanamurthis, Nilekenis, Premjis flourished ( I had left outRamalinga Raju who is now a fallen hero) . But I draw inspiration from another set of people who created enterprises from scratch out of sheer hardwork. Both of them were basically merchants who ventured in to manufacture although in one case, they were in to manufacture of Bi cycles. I am referring to Munjals of Hero Honda and Mittals of Air tel. Airtel is now the largest Telco in India in GSM space with largest subscriber base and an astounding CAGR of over 10%. Hero Honda could sense the changing customer perception and preference for Bikes over scooters that they continue to be the largest manufacturers of two wheelers inthe world right now. These Two Companies are largely underrated by the stock markets and are relatively clean. They have fought competition and have delivered on thier promises unlike say Ambanis who took questionable routes to fame. Desh Ki Dadkan says a commercial of Hero Honda, It is true of every word. Sunil Bharti Mittal at the height of anti reservation stir against imposition of quotas for SC/ST in elite educational institutions, spoke about the need to improve the quality of primary education in india and also assured to support and establish such private schools in India. He has done reasonably well in this promise. 

These are the peope who make us proud.
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