"A brand is the intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised." - David Ogilvy The single distinguishing factor, it is the brand that sets a product, a service or a concept apart from others. It is the ultimate identity that is created over the years that offers a "promise of value" every time.

Therefore, the elements of a brand like the logo, the colours, the name and the appearance becomes a visual symbol of that promise. But without consistency, coherence or long-term planning, these elements don't make a brand, but a mere label.

With the large and growing middle class of 350 million with a disposable income *, and the huge influx of foreign companies competing with the long standing indigenous names in the industry, India is just starting to realise the importance of branding in today's market-share driven world. The brand today has become the single-most powerful and intangible asset to a company that can be translated and accounted as Intellectual Capitals on the company's balance sheet.

However this does not necessarily mean that branding is applicable only to big multinationals. Be it a small, medium or large company, a start-up or an established firm, from the boardroom to the shop-floor, for your employees, customers and competitors - branding today is the foremost marketing function that needs to be in your corporate strategy.As a brand works company, we offer specific branding tools for your company, the culmination of which helps you create, build and establish the brand you want to be.

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*Bureau of South and Central Asian Affairs October 2007

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