Branding is an act of “Dharma”

Dharma of branding

When there was neither kingdom, not king; there was neither governance, nor governor, the people protected themselves by dharma – Mahabharat, XII.59.14

In ancient Indian texts, Dharma has been defined as a duty of an individual towards the greater goods of society. It is moral code of conduct by which every individual is suppose to abide and uphold. No one is above Dharma, even the king who governs the kingdom or soldier who fights for his kingdom or businessman who sell goods. Everyone is expected to uphold the values of greater goods and selflessness which are interpreted by Brahmins.

Imagine yourself in a position where you are in a place about which you have no idea and you feel hungry, Where will you go? Some restaurant at the cross road or McDonald’s which is just opposite of that restaurant. I bet most of you will  choose McDonald’s. Why? Because you know it. You know what you will get there, how it will taste and how much it will cost you. Even if other restaurant serves better food or charges less, you will choose McD just because you know the brand. Now on entering McD, you find that its menu is totally different than other outlets, prices are also different, the outlet is far from what other McD outlets look like and burget you ordered also tastes really different.  Now, will this affect your perception of McDonald’s brand which boasts to provide same customer experience anywhere in the world?

Branding is very subtle concept. It is not only very tough to understand but even tougher to implement. Branding has many advantages. For consumers, it communicates clear values of what product stands for and what to expect from the product. It also helps customers to make buying decision easily as customer know what he is getting at price he is demanded to pay. For producer, brand name establishes permanent identity of product in in consumer’s mind. It promotes repurchase and helps to achieve customer loyalty. When company creates a brand, it not only gives a meaning or feeling to product but also a reason to choose company’s product over its competitors.

Brand gives value to company to follow and reason to customer to believe. And to bring more customers and create customer loyalty, company executives must uphold the values that brand define. Their acts must lead towards strengthening the values of brand and inturn strengthen the reason for customers to choose the brand. Thus brand becomes driver of the actions that CEO takes and not the other way around. CEO becomes custodian of the brand whose duty is not only to guard and maintain the brand but also give it a meaning that its target audience can associate with. Thus it become duty of CEO of McDonal’s to make sure that every McD outlet in whole world gives similar customer experience, menu is very much aligned and product taste is also same.


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