One custodian, many owners
A brand is a living entity. It goes through several stages of ownership that involve many players
- HARISH BHAT, TATA SONS.
Trademarks are owned by the companies which have registered them. The law on this subject is well defined. But who owns the brands that emanate from these trademarks? This is an interesting question for marketers to ponder over, because true ownership of brands goes well beyond legal ownership. It encompasses functional and emotional ownership that cuts across traditional boundaries.
So, pause for a moment and think about this. Who owns iconic brands such as Tata, Amul, Google, Cadbury, and Harley Davidson?Undoubtedly, the CEOs of these companies are the prime custodians of these brands, nurturing the core ideas that the brands stand for, their reputation, and development. But then, the organisation itself is not just the CEO—it is a living ecosystem with a large number of internal and external members. The brand resides with all of them, and so many of them shape the brand, believe in it, and often take great pride in it. Therefore, where does true ownership lie?
This is a topic that deserves detailed research. My own initial exploration indicates that there are several stages of brand ownership in the life of a brand. Here is my hypothesis.
Stage 1: Founder owns the brand
Esta historia es de la edición December 2019 de Indian Management.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor ? Conectar
Esta historia es de la edición December 2019 de Indian Management.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor? Conectar
Trust is a must
Trust a belief in the abilities, integrity, values, and character of any organisation is one of the most important management principles.
Listen To Your Customers
A good customer experience management strategy will not just help retain existing customers but also attract new ones.
The hand that feeds
Providing free meals to employees is an effective way to increase engagement and boost productivity.
Survival secrets
Thrive at the workplace with these simple adaptations.
Plan backwards
Pioneer in the venture capital and private equity fields and co-founder of four transformational private equity firms, Bryan C Cressey opines that we have been taught backwards in many important ways, people can work an entire career without seeing these roadblocks to their achievements, and if you recognise and bust these five myths, you will become far more successful.
For a sweet deal
Negotiation is a discovery process for both sides; better interactions will lead all parties to what they want.
Humanise. Optimise. Digitise
Engaging employees in critical to the survival of an organisation, since the future of business is (still) people.
Beyond the call of duty
A servant leadership model can serve the purpose best when dealing with a distributed workforce.
Workplace courage
Leaders need to build courage in order to enhance their self-reliance and contribution to the team.
Focused on reality
Are you a sales manager or a true sales leader? The difference, David Mattson, CEO, Sandler® and author, Scaling Sales Success: 16 Key Principles For Sales Leaders, maintains, comes down to whether you can see beyond five classic myths that we often tell ourselves about selling.
