2005 - Oil India Limited

OIL beyond territorial barriers
that build communities around their products and
services creating "cult brands" that enable customers to
feel as if they own the brand. Cutting-edge technology
companies did well as four of the top five biggest gainers
in brand value are from the tech sector, while longestablished
brands such as Coca Cola, Microsoft, Disney
and Ford actually lost brand value (Interbrand Press
Release: New York, July 22, 2004).
Branding Basics
Branding has evolved over the years and has now become
a common term used in marketing. Branding is essentially
imprinting a company's name or slogan into the minds of
potential customers. Companies have to decide what
their brand stands for, and communicate that value
proposition effectively and repeatedly. It's not good
enough to just run a quality business-Companies got to let
everyone know what sets it apart from the pack.
30
The World’s 10 Most
Valuable Brands
A newcomer, Toyota, breaks into the Top 10, while
big-name consumer brands come under attack.
RANK BRAND 2004 BRAND VALUE
(BILLIONS)
1 COCA-COLA
$67.39
2 MICROSOFT
61.37
3 IBM
53.79
4 GE
44.11
5 INTEL
33.50
6 DISNEY
27.11
7 McDONALD’S
25.00
8 NOKIA
24.04
9 TOYOTA
22.67
10 MARLBORO
22.13
In "Advanced Brand Management", Paul Temporal points
out that your image is not your brand. Modernizing your
visual image (logo, design, collaterals) won't effect a
change in brand VALUES so the heart of the brand
remains the same -- what it stands for or its personality.
In other words, branding isn't a surface thing. Fiddling with
one's logo and webpage is superficial. It won't change
consumer perceptions of quality, service and the other
intangibles that make them love the Company's product /
services and keep coming back for more.
People tend to mix up Corporate Branding, Corporate
Identity and Corporate Image. They have different
connotations.
Corporate Identity refers to visual expressions or look
(Name, logo, house colours, tagline...etc.) while
Corporate Image is Public's perception of company,
whether intended or not. Corporate Branding is a strategic
business process which is planned, focused & integrated
throughout organization. Corporate Brand establishes
direction, leadership, clarity of
purpose, inspiration & energy. It is
the heart & soul of entity from
which all outward
expressions emanate.
Brand Identity
Brand identity is the visual
expression of a brand. It's
everything from the
Company's logo to its business
card and letterhead to the
website. In fact, brand identity
includes:
Logo / Marks; Stationery; Brochures; Packaging; Website;
Signage; Livery (fleet); Uniforms.
A company's brand identity should be unique to its
organisation. Just like the logo, it reflects the business
goals, products / services, vision and personality.
A brand identity should reflect a company's personality /
values; Generate trust and credibility; Differentiate the
business (product/service) from others; Enable effective,