New challenges for brand management

Brands build trust and therefore the global financial crisis is a brand crisis but there were brands which withered the storm and came stronger than before.

But most often than not the world has lost the trust in brands.

The result of this is indebted consumers, deflated buying power, rationalised consumption, production dives, high fixed costs deadly debts, bleeding bottomline, and record redundancies.

Brands premiums too are challenged as consumers have started to look with a different angle and value is the vogue today which has created a new buying hierarchy and a new value curve which is profit or perish. Indeed the role of brand management too is challenged.

Today more and more companies are looking at a focused audience and the supply chain looks seductive as everything is linked.

The revenue earned by apple has increased while Indian brands have experienced the minimal impact from the crisis.

This is attributed to domestic savings coupled with strong domestic brands. According to statistics China will grow at 9% while India will grow at 6% this year.

Most importantly the brands that were adopting the fundamentals have not fallen said a speaker addressing the Brand Forum organised by MTI consulting.