A Sum Of The Parts

A Sum Of The Parts

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