. Establishing brand value and loyalty is more of a psychological process

It’s more than merely fabricating an emblem and a punch-line, though. Establishing brand value and loyalty is more of a psychological process, which prompts customers walking the tightrope between cognition and anticipation to crossover to the realm of acceptance, time and over. Here, creating a genuine emotional connect is a potent force, of which I feel McDonald’s represents the perfect exemplar with nearly every promotional approach of the company tugging at the heartstrings of its target audience. Considering Nike again, the brand has played on the aspirations of millions who believe they too can do just about anything if their favourite sportstar brandishing his magic Nikes could.

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Source: IIPM Editorial, 2006

An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative

“Bharti Telesoft wants to be a consolidator and not a consolidatee!”

Apart from these factors, the company also believes strongly in its ability to identify emerging market opportunities. Currently, there is tremendous excitement in Bharti Telesoft regarding two relatively new VAS areas – m-commerce and Live TV. The company hopes that m-commerce will be a huge success as it will allow small low-value transactions and money remittances, where banks are failing. Sur further adds, “With m-commerce, the role of the mobile operator will change. He will be your money transfer agent, your bank, bill payment or collection guy or might even end up being your address verification document.” On the strategy of bringing Live TV to mobiles, Mital comments, “Just like PC became a window to the wired world, mobile phone will be a window to the wireless world.” The company is also excited about the advent of 3G, which would open up a whole new world of VAS opportunities, as well as competition. Banters Chowfla in jest, “No one is going to offer us a free lunch!”

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Source: IIPM Editorial, 2006

An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative

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